Campaign-Asia Pacific has announced Gillette India as the Brand of the Year 2010 as part of its annual Agency of the Year awards taking place this month in Singapore.
Gillette India has managed to successfully build its brand in a market that was defined by a simple but challenging trend: Indian men do not like to shave.
Undeterred, the P&G brand managed to bring the issue of shaving to the forefront of the national consciousness through a number of highly effective marketing campaigns.
The buzz began in 2009 with the ‘India votes: To shave or not’ initiative sparking a national debate. This year, the brand built upon the momentum, with the launch of the ‘Shave India'.
As the campaign was building momentum, Gillette showed its support by dropping the price of the Mach3, kept the topic alive by partnering with celebrities and news and lifestyle TV shows and hosted the world’s largest mass shaving event with 2,000 men shaving their stubble in public.
By September, P&G reported that shipments of the razor to India have doubled this year.
Currently in its 17th year, Agency of the Year rewards the companies and individuals that have not only contributed to raising industry standards but have also excelled in business performance.
Reported last week, all tickets for the event were sold out two weeks prior.
450 of the industry's most influential people will gather at the St. Regis in Singapore on 14 December to see the recipients of all the regional and sub-regional awards presented on the night.
The shortlists and the first of the people winners were released at the end of November.
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