Toiletries major Gillette India has plans to launch an extensive print and electronic media campaign for its latest high-end shaving system Mach3 Turbo, launched on Monday. Subodh Marwah, Regional Business Manager, India & South Asia, said the campaign would be rolled out by mid-July.
Targeting the urban youth consumer (18-35 years), BBDO has developed the campaign. The agency has prepared a 30-second TVC, dubbed in both English and Hindi and focusing on the unique features of the product. Alongside mainstream media vehicles, the campaign would also be on board popular Internet portals like Yahoo! and Rediff. As Marwah informed, product promotions through hoardings, upside down mirrors and other point-of-sale material would follow subsequently.
Zubair Ahmed, Managing Director, Gillette India, said Mach3 Turbo was priced at Rs 395 – targeting the premium segment. The cost per set would vary depending on the number of cartridges. Would there be cannibalisation in the premium segment where Gillette’s Mach 3 has been present for the past two years? Ahmed argued, on the contrary, the two premium products would contribute around 50 per cent of the total sales of blades and razors. According to him, the company would henceforth concentrate on niche products to boost sales.
Gillette’s full range of blades, razors and shaving gels/foams contribute around 65 per cent to the company’s total sales; Duracell brings in around 15 per cent; and products in the oral hygiene segment fetch the rest.