India’s Live1 Entertainment wins Gillette on

India’s Live1 Entertainment wins Gillette on

Author | exchange4media Mumbai Bureau | Tuesday, Apr 03,2007 11:02 AM

India’s Live1 Entertainment wins Gillette on is a web destination where clients can conduct a pitch and agencies worldwide can participate in the pitch. One of the recent pitches on the platform was for Gillette Fusion system and Indian agency Live1 Entertainment has won the account. The agency’s press idea won because it embraced the brand’s existing character and showed potential across many media. The idea wins the pitch prize of $1,000.

The team from the Mumbai-based agency that worked on the brief was Creative Director and Copywriter Rakesh Raghuvanshi, who has worked for clients such as Hyundai cars and Avon Cosmetics, and Art Director Umesh Nana More, with additional inputs from Vinod Paul.

An official communiqué informed that the look was for creatives that found ways of persuading men in the age group of 18-24 to switch from disposable razors to the premium Gillette Fusion system.

The brief was about emphasising that the brand’s close shave makes its users irresistible to women, and this brief received responses from 16 countries. They included entries from Venezuela, the United Arab Emirates, New Zealand, the US and the UK.

A spokesperson for Gillette said, “We evaluated these ideas in terms of three criteria which were distinctiveness, ability to be brought to life in different touch points, and proximity to brand character. The winning idea is the one that scored the strongest among each one of these. This is a really distinctive idea and based on a powerful insight that can travel across different consumer touch points, and is close to the brand character.”

Katarina Skoberne, Co-founder,, added, “Targetting this market clearly inspired our creatives and we were delighted to see ideas coming from such a diverse range of countries.”

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