In resonance with heightened national consciousness on atrocities against women, Gillette India has embarked on what is presumably a movement in the making: ‘Soldier for women’. The new campaign builds on the ‘Soldier’ platform adopted by the brand earlier. Created by BBDO India, the TVC shows visuals of men ranging from a tattoo artist to a gym instructor to a mechanic and hairdresser, followed by shots of women from various professional and social strata. It then shows them coming together, with the men standing by women, as ‘Soldiers’. The super tells the story: 'Soldiers wanted. Not to guard the borders. Not to go to war. But to support the most important battle of the nation. To stand up for women. Because when you respect women… You respect your nation. Support the movement. Gillette salutes the soldier in you’. The last frame leaves one with a hashtag: #SoldierForWomen Sharat Verma, country marketing manager, Gillette India, said, "Gillette’s brand purpose is to help men make a difference in their world. Our 'Soldiers Wanted' TVC calls out to all the men who embrace the values of the solider by standing up for women. Our intent is to enable men to help them make a difference in the new, more aware India today." The film has been on air since the end of January '13. Credits: Client: Gillette India Country marketing manager: Sharat Verma Assistant brand manager: Karthik Srivatsan, Pratik Mukherjee Agency: BBDO India Creative: Josy Paul, Rajdeepak Das, Sandeep Sawant Account management: Keegan D'Mello, Sidheshwar Sharma In-house agency editor : Rajeev Mohite Production house: Old School Films Director: Piyush Raghani Producers: Surashmi Basu, Annie Sukheswala Director of photography: Deepti Gupta Editor: Sancharii Das Mollick Music: Amartya Rahut Sound design: Darshan Nair Media agency: Mediacom
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