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
India is 18-24 months away from an inflection point: Ashish Bhasin

Today’s advertisers aren’t short of options to choose from through which they can get a message across. But the difficult task at hand is to identify the one that allows optimisation of reach and viewership.

MAM Marketing MAM
Horlicks urges women to #StandStrong

MUMBAI: Women’s Horlicks has introduced its latest campaign featuring the new face of the brand, Taapsee Pannu. The initiative seeks to bring to the fore the issue of bone health among women in India and envisions to make them #StandStrong in following their passions.

MAM Marketing MAM
Savlon shows reality of mother's love

Savlon, a health and hygiene brand from the house of ITC has launched a campaign ‘Bharosa Maa Sa’. It is a heartfelt tribute to the healing touch of mothers highlighting a simple moment of truth that every individual relates to.

MAM Marketing MAM
Mindshare appoints M K Machaiah as chief innovation officer

MUMBAI: India’s largest full service media agency, Mindshare, a part of GroupM has appointed MK Machaiah, known as Mac, as chief innovation officer for South Asia.

MAM Media and Advertising People
LG astronaut becomes the most watched ad in India this year

MUMBAI: YouTube has released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India. Together, the top 10 ads generated a whopping 200 million views.

MAM Marketing MAM
Ola gets Viraj Chouhan to head communications

MUMBAI: Cab hailing service Ola has appointed Viraj Chouhan as its chief communications officer. In his new role, Chouhan would be reporting to co-founder and CEO, Bhavish Aggarwal and will be based in Gurgaon, shuttling between the Millennium City and Bangalore.

MAM Marketing Brands
Levi's hands over media duties to OMD

MUMBAI: Following a comprehensive market review, Levi’s has appointed OMD India to handle its media duties from its Bengaluru office.

MAM Marketing MAM
Dentsu Webchutney to handle creative for Goomo

MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis network, has been assigned as the lead creative agency for, an omnichannel, travel-tech company that operates across consumer, corporate and B2B segments. The account will be managed by Dentsu Webchutney’s Mumbai office.

MAM Marketing MAM
Festival of Bharat to cast the spotlight on India

MUMBAI: History repeats itself but this time there’s a twist. A London-based investor and indophile is spellbound by India but he’s got better plans. Cory Bixler has co-founded a festival that celebrates and aims to promote India’s culture to the world - The Festival of Bharat (FoB).

MAM Media and Advertising Event Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories