B04. Most Effective Use of Public Relations

Bronze
CAMPAIGN
The “Everyday” Soldier
AGENCY
BBDO India
CLIENT
P&G India
BRAND
Gillette
DETAILS
CAMPAIGN SUMMARY
Although Gillette had nearly doubled its market share over the past three years, the brand had mostly appealed to a younger, more urbane, image-driven male, but, had failed to engage with a larger group of men, to whom stubble was an expression of their manliness. As a result, they were beginning to see Gillette as superficial & shallow. Thereby, Gillette’s brand ratings on its core values & emotional equities among this group started stagnating.
So, we set out to develop a campaign that would address this barrier & help strengthen Gillette’s core “manliness” values of courage, camaraderie, integrity, discipline & grooming.
We discovered that the person who embodies the Gillette brand values in its entirety is the Indian army jawan (soldier). Moreover, these values of the soldier exist in every Indian civilian.
Thus, was born The Everyday Soldier: Gillette salutes the soldier within. Gillette launched a movement through a petition to the President of India to rededicate the Gateway of India monument to the spirit of the everyday Soldier.
We used live TV shows, digital, PR, events & even changed Gillette packaging to camouflage in support of the movement. The campaign surpassed all our set objectives and expectations.
We sold 12.3 million razors in that quarter, more than the previous two extremely successful campaigns; reaching the highest-ever share for Gillette in India at 50.6%
We generated the highest-ever free media coverage worth USD$4.3 million for any P&G campaign across Australasia, ASEAN & India – an ROI of 1: 11.

CREDITS OF PEOPLE
Josy Paul, Chairman & Chief Creative Officer, BBDO India
Rajdeepak Das, Executive Creative Director, BBDO India
Shahvez Afridi, Regional Planning Director, BBDO Singapore
Keegan D’Mello, Account Director, BBDO India
Sandeep Sawant, Creative Director & Head of Art, BBDO India
Ravi Shanker, Associate Creative Director, BBDO India
Akanksha Saxena, Account Executive, BBDO India
Yohan Daver, Copywriter, BBDO India
Rajeev Mohite, Editor, BBDO India
Sagar Jadhav, Art Director, BBDO India
CAMPAIGN
Pacquiao Positive
AGENCY
DDB Philippines
CLIENT
Pepsico International
BRAND
Sting PowerPacq Energy Drink
DETAILS
CAMPAIGN SUMMARY
With Pepsico still holding the number two spot in the energy drink category, they wanted to top the number one energy drink in the country, Cobra Energy Drink.
The issue of Manny Pacquiao’s alleged use of performance enhancing drugs resurfaced was used to cause a commotion; the public was enraged as expected.
The vague #PacquiaoPositive hashtag trended online in a matter of hours, causing many a speculation. News programs took notice as the controversy took a turn for the worse, accompanied by speculative articles online and on print.
To temper the chaos, Pacquiao was asked to reply to the issue. A television commercial simultaneously played during various showbiz programs in different local networks, showing Pacquiao’s press conference revealing that he was indeed “positive”…for Sting PowerPacq.
#PacquiaoPositive trended once more but instead, elicited positive reactions.
The integrated materials made a significant commotion, especially with the online community. The trending topic #PacquiaoPositive caught on, trending twice in a span of a few days, both during the teaser and launch phases.
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