Gillette has launched a campaign titled #ShavingStereotypes which features the 'Barbershop Girls of India'. Conceptualised by Grey India, the film is based on a true story of two girls from the village of Banwari Tola.
The film shows a young boy with his father at a barber shop. The young boy is surprised to see a girl ready to shave his father's beard. He voices this as a concern to his father who replies stating that a razor wouldn’t know the difference between a boy and a girl.
Karthik Srivatsan, associate director and country category leader, shave care, Indian Sub-Continent, P&G, said, “Neha and Jyoti and the entire village of Banwari Tola are an example of how when we take positive actions, we create meaningful change and set the right example for next generation. Gillette is proud to further enable their dream through our Saflta Apni Muthi Mein program (Safalta Apni Mutthi Mein). It’s time we acknowledge that brands, like ours, play a role in influencing culture. Our actions need to inspire us all to be better every day, and to help create a new standard for boys to admire and for men to achieve. Because the boys of today are the men of tomorrow.’’
Sandipan Bhattacharyya, CCO, Grey Group India, said, “Gillette, as a progressive man’s brand, believes in and propagates topics that are relevant to raising and inspiring the future generation of men. And with this campaign and a powerful message like #ShavingStereotypes, Gillette drives home a point that has utmost relevance in the times we live in. The boys watching today need inspiring role models so that they grow up to be better men.”