Gillette to launch new print campaign for MACH3

NEW DELHI: Gillette India Limited is gearing up to launch a nationwide print advertisement for MACH3 ‘Super Value Offer’. The advertisement, that will be supported by below-the-line activities, has been created by Ogilvy & Mather.

The MACH3 super value offer, which will be introduced at all leading retail stores from August 2003 onwards, comprises a pack of MACH3 cool blue razor and two cartridges priced Rs 270 (instead of Rs 388). The one-month long campaign will be released in all the leading national dailies.

Gillette’s regional business director, grooming and personal care, India and South Asia, Manoj Kumar said: “Basically, our approach is to convey the benefits to the consumer. Gillette produces the best blade across the globe and this new colour `Cool Blue’ is a youthful colour. This was introduced in May this year but now we are offering those consumers are chance, who for some reason or the other end up not buying. It can be pricing or inertia (who delay their buying). So this is basically to initiate immediacy on part of our target audience.”

On the decision to launch only a print campaign, Kumar said: “We have been (airing advertisements) on television for a while. So we opted for a print campaign, which will be supported by point of sale (POS) material and other display material.”

On the budget for the campaign, Kumar said: “The campaign will last for one month but it’s not possible to segregate the budget for this.”

Gillette had released its `platinum girl’ television commercial earlier this year. The `platinum girl’ concept propagated the benefits of platinum edge coated on the Gillette 7 O'clock brand whereas the MACH3 Cool Blue razor is a MACH3 variant that combines the shaving technology with an striking, icy blue-coloured handle and organizer. According to Gillette, MACH3 users significantly prefer the MACH3 on account of closeness, comfort, non-irritation and freedom from nicks and cuts.

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