Gillette India has announced the launch of a revamped Mach3 grooming range as it celebrates 20 years of the razor in the country.
Conceptualised by Grey Group, the film for the three new razors under the Mach3 umbrella features three Indian cricketers - Sanju Samson, Shreyas Iyer and Shubman Gill. It shows each of them using the razors to get a different kind of shave.
Saurabh Bajpai, senior director and country leader, Gillette India, said, “Gillette India takes pride in launching this exciting new grooming range to celebrate the Mach3 razor’s 20th anniversary in India. Mach3 has always helped men look their best, stay sharp and give them the confidence to control their facial hairstyle. Through cutting edge technology and innovation, Gillette has always strived to deliver a better grooming experience. In 2001, Gillette Mach3 delivered the most comfortable shave known to Indian men at the time. In 2021, with the Turbo Flexball and an industry-first Magnetic Razor Dock with the Bold handle, we continue that journey of step-changing the shaving experience. The 3D Flexball will help Turbo users’ style better and sharper. Mach3 Bold will enable men to feel the joy and thrill of shaving again. As Gillette Mach3 stands for the passion and dreams of the 20 year old Indian man, our partners Sanju, Shreyas and Shubman capture this spirit of aspiration and performance perfectly."
Juneston Mathana, executive creative director, Grey Group, said, “It has been exciting to work with Gillette to spread Mach3’s cultural image to millennials. Young men these days are in the pursuit of bringing their best versions forward and what better way to get their attention than by introducing them to a whole new version of Mach3. It’s cool, slick and aims to make the daily ritual of grooming exciting. Top that with a breed of new-age cricketers known to bring their best selves to the game.”