Gillette takes higher ground with ‘Soldier for women’ movement

In resonance with heightened national consciousness on atrocities against women, Gillette India has embarked on what is presumably a movement in the making: ‘Soldier for women’.

The new campaign builds on the ‘Soldier’ platform adopted by the brand earlier. Created by BBDO India, the TVC shows visuals of men ranging from a tattoo artist to a gym instructor to a mechanic and hairdresser, followed by shots of women from various professional and social strata. It then shows them coming together, with the men standing by women, as ‘Soldiers’. The super tells the story: 'Soldiers wanted. Not to guard the borders. Not to go to war. But to support the most important battle of the nation. To stand up for women. Because when you respect women… You respect your nation. Support the movement. Gillette salutes the soldier in you’. The last frame leaves one with a hashtag: #SoldierForWomen

Sharat Verma, country marketing manager, Gillette India, said, "Gillette’s brand purpose is to help men make a difference in their world. Our 'Soldiers Wanted' TVC calls out to all the men who embrace the values of the solider by standing up for women. Our intent is to enable men to help them make a difference in the new, more aware India today."

The film has been on air since the end of January '13.

Credits:

Client: Gillette India
Country marketing manager: Sharat Verma
Assistant brand manager: Karthik Srivatsan, Pratik Mukherjee
Agency: BBDO India
Creative: Josy Paul, Rajdeepak Das, Sandeep Sawant
Account management: Keegan D'Mello, Sidheshwar Sharma
In-house agency editor : Rajeev Mohite
Production house: Old School Films
Director: Piyush Raghani
Producers: Surashmi Basu, Annie Sukheswala
Director of photography: Deepti Gupta
Editor: Sancharii Das Mollick
Music: Amartya Rahut
Sound design: Darshan Nair
Media agency: Mediacom