What went behind Gillette Mach 3’s W.A.L.S?

In the e4m series, MediaCom Global Award Winners, this week the deliberation is on Gillette’s Women Against Lazy Stubble...

e4m by exchange4media Staff
Updated: May 1, 2012 8:02 PM
What went behind Gillette Mach 3’s W.A.L.S?

One of the most successful campaigns from India in recent times, Gillette’s W.A.L.S. initiative triggered a debate about shaving among Indian men and resulted in a sales increase of 38 per cent and a 35 per cent increase of market share for Gillette. Research highlighted a series of controversial points. Were clean-shaven men more successful? Did the nation prefer clean-shaven celebrities? And the big one: did women prefer clean-shaven men?

Commenting on the initiative, Shantanu Khosla, Managing Director, P&G India said, “Well done. Great idea and excellent execution. Clearly a big driver of the record Mach3 share.”

This innovation won two Cannes Lions including a Gold Media Lion. It was amongst the first works from India to have won at the Festival of Media Global. Apart from winning at Spikes Asia, the innovation also saw big hauls coming at Media Abby at GoaFest and EMVIES. READ MORE

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