Gillette India is Brand of The Year 2010, announces Campaign Asia-Pac

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.

The Campaign Asia-Pacific report says: "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." 

The creative mandate for Gillette India is handled by BBDO India, but the credit for the Women Against Lazy Stubble campaign is shared with Mediacom, Weber Shandwick and Encompass Events. 

Josy Paul,  chairman and chief creative officer of BBDO/Proximity India, "It's been an awesome year for Gillette India and the WALS campaign. If you take the combination of Mediacom entering in the media category and us as a creative agency, I think Gillette India has won 21 awards this year, including at Spikes Asia and Cannes." 

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.
The shortlists and the first of the people winners were released at the end of November.

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