Weber Shandwick bags IPRA Golden World Award for Gillette campaign

MUMBAI: Corporate Voice | Weber Shandwick’s (CV|WS) “W.A.L.S.” (Women Against Lazy Stubble) campaign for Procter & Gamble (P&G) has won “Launch of a New Product” at IPRA’s annual Golden World Awards.

The campaign marked the launch of Gillette’s Mach 3 razor in India.
The W.A.L.S. campaign for men’s grooming brand Gillette mobilised women in India to advocate for men to adopt the clean-shaven look. The campaign utilised the results of an AC Nielsen survey that showed that 85 per cent of Indian women prefer clean-shaven men, a finding that runs contrary to the look that numerous Indian men and even celebrities often wear.

Corporate Voice I Weber Shandwick leveraged this survey result to create the women’s advocacy group W.A.L.S that led to the “Shave India Movement” to convince men to shave. The campaign, culminating in a mass “Shaveathon” in which approximately 2,000 men publicly shaved their beards using Gillette’s Mach 3 razors, created world records in the Guinness World Book of Records and the Limca Book of Records in India. 
“We are delighted to see Gillette’s Shave India Movement, once again, being recognised on such a prestigious platform like the IPRA Awards – the only winner from India. PR continues to be fundamental to brand building and a core pillar in all marketing campaigns at P&G, including being the source of holistic ideas such as the Gillette Shave India Movement,” said P&G India associate director amd head of external relations Shweta Shukla.

“The W.A.L.S. campaign demonstrates the power of Weber Shandwick’s unique Advocacy approach. By equipping women to be advocates for the clean-shaven look that Gillette delivers, the campaign impacted male consumers’ grooming preferences and purchasing decisions,” said Corporate Voice | Weber Shandwick CEO Shiv Reddy.
The same campaign also earned a Silver Lion at the 57th Cannes International Advertising Festival in the “PR Led Integrated Campaign” category.

This year, the Golden World Awards will be given to 26 winners from 352 entries received across 42 countries. The prize ceremony is scheduled to take place at the IPRA Summit in London on 5 November.

Latest Reads
Sourav Ganguly becomes undercover delivery boy for Pizza Hut

What if you were standing in a queue and suddenly discovered that the person standing next to you is your favourite celebrity or hero? Will you be starry-eyed, nervous or excited? That’s exactly how people assembled at the Sourav Ganguly Cricket Academy in Kolkata on 15 May felt. After all, they...

MAM Marketing Brands
Virat Kohli promotes multigrain chips

Guiltfree Industries Limited, the FMCG division of the RP-Sanjiv Goenka Group launched IPL's longest ad this year for its healthy snacking brand Too Yumm!

MAM Media and Advertising Ad Campaigns
IRCTC Partners with ixigo for Hotel Bookings

Leading travel marketplace ixigo has partnered with IRCTC to exclusively power hotel bookings for IRCTC users. Through this partnership, ixigo’s wide range of accommodation offerings from its domestic and international hotel partners and OTAs will be available on IRCTC’s web and mobile platforms.

MAM Marketing Brands
Publicis launches AI powered tool Marcel

Publicis Groupe has unveiled Marcel - named after Publicis Groupe founder Marcel Bleustein-Blanchet - an AI-powered innovation that will accelerate transforming the organisation from a holding company to a platform, creating the first truly borderless, frictionless enterprise workforce, comprised...

MAM Media and Advertising AD Agencies
F&B cos reduce sugar to target health-conscious customers

MUMBAI: There’s never been a better time for fitness brands with the younger generation becoming more and more health conscious. With almost sedentary lifestyles, people are opting for healthier eating and exercise options to stay fit. Brands are ensuring their communication shows their commitment...

MAM Marketing MAM
Kundan Gold Refinery launches campaign for gold coins

MUMBAI: Gold has deep routed significance in the Indian culture, its traditions and is an integral part of religious connotations. It holds an auspicious status in Indian marriages and considered to bring blessings of Goddess Lakshmi for the bride and groom. Therefore, people are more conscious and...

MAM Marketing MAM
Twinkle Khanna joins Kohler as ambassador

MUMBAI: Kohler Company, the global leader in kitchen and bath industry, partnered with interior designer, author and former Bollywood actress Twinkle Khanna for its latest campaign, ‘Colours by Kohler’. The campaign is meant to inspire people to bring colours in the bath space with confidence...

MAM Media and Advertising People
Piramal promotes super loans in latest campaign

MUMBAI: Piramal Housing Finance has launched a series of TVCs to promote super loans by the company. Piramal Housing Finance head of sales and marketing Mayank Jain says, “Tagvinnatti team has been a delight to work with. Along with their remarkable servicing skills, they bring rich experience and...

MAM Media and Advertising Ad Campaigns
HSBC's global media business moves to Omnicom's PHD from WPP

MUMBAI In a major blow to WPP, HSBC Bank has handed over its global media business to Omnicom’s PHD. The agency won the business following a review which began in January along with Mindshare and Dentsu. In a press statement, HSBC said, “We have selected PHD as our preferred media planning and...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories