Top Story


Home >> Advertising >> Article

Gillette launches Mach3 Turbo, ad campaign to hit by mid-July

Font Size   16
Gillette launches Mach3 Turbo, ad campaign to hit by mid-July

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.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking