First PR Silver Lion at Cannes for Gillette
"We are delighted to see the Gillette WALS campaign being recognized with a sliver lion at the prestigious Cannes Advertising Festival - a PR industry first. PR continues to be fundamental to brand building and a core pillar in all marketing campaigns at P&G, including being the source of holistic ideas such as the Gillette WALS campaign. I'd like to thank all our agencies ' Corporate Voice | Weber Shandwick, BBDO and Mediacom for bringing this innovative idea to life and building the equity of Gillette Mach 3." said Shweta Shukla, Associate Director & Head of External Relations, P&G India.
"It is a delight that a PR led campaign in India has created history by winning at Cannes for real transformational work done on a global brand like Gillette. Campaigns like this demonstrate the potential of PR in the overall communication that changes customers minds." commented Shiv Reddy, CEO, Corporate Voice | Weber Shandwick.
Josy Paul, Chairman and Chief Creative officer, BBDO, said, "Our people are young and not boxed by traditional media walls. It helps when we start with an action-oriented idea that attracts multiple partners with diverse capabilities. That's how brands grow! That's also how we bring home a Lion."
"When we conceived the idea of creating a national debate to engage Gillette's indifferent consumers in 2008, we had no idea that our big idea would be such a blockbuster hit! It not only delivered exceptional business results for P&G, but went on to win every award that it was entered in 2009 as 'India Votes to Shave or Not' & yet again in 2010 as 'Shave India :Women Against Lazy Stubble'. Our insight back then was consumers were indifferent to shaving & did not really care much about their razor, which was a problem for Gillette. To shake them out of their inertia we came up with the idea of stirring up a debate which is so intrinsic to Indians. Instead of conventional branded communication, we actually let the consumer & editorial create content across multiple media. And it's exciting to see the results two years in a row!"
Share
Facebook
YouTube
Tweet
Twitter
LinkedIn