Gillette has brought fathers into the picture through a campaign '#MyRoleModel'. The campaign includes a TVC which features brand ambassador Rahul Dravid, conceptualised by BBDO India.
It features a boy practicing batting in a dimly lit garage with his dad bowling. A shot played by the young man hits the father on his face. He falls down. The boy is worried, but his father tells him to carry on, as he gets back on his feet to bowl again unmindful of a bleeding nose. He urges him to play straight before bowling the next ball. The voice over says, "My dad will always be my role model. He taught me many things - the resolve to stand up after a hard fall. To win is to take the hits and still carry on." The young boy is now replaced by a grown up Dravid, who tells the rest of the story: "Because every hit makes you stronger. Thank you dad, for showing me the meaning of inner steel."
On the campaign, Josy Paul, chairman and CCO, BBDO India, said, "'Because you are a role model' is a unique initiative by Gillette that celebrates the values that make a man the best that he can be. The timing is right as it is the biggest year of sports globally, as well as in India. The 'role model' movement – which will cover all media including branded content - inspires men to embrace the ‘inner steel’ values of passion for winning, doing the right thing and playing with integrity at all times. It’s great to see the positive reactions by the fans to the movement 'vignette' on the internet. It has already received over two million views on YouTube within four days of its launch and over 12 million impressions and still counting. The movement has just begun and we'll see lots of action on radio, print, TV, digital and on ground."
He added, "The movement idea has many communication partners and they will all help to build the discussion and debate."
The TVC went on air 26 April and will run through the IPL.