Shave or Crave campaign culminates with Gillette Express Event

by EVENTFAQS Bureau | Marketing | December 27, 2012 | News

In continuation to the Gillette Shave or Crave campaign story reported on EVENTFAQS, another event, The Gillette Express, was executed by Encompass which marked the culmination of the recently launched campaign. The Gillette Express saw male commuters led by tennis player Mahesh Bhupati and film personality Arbaaz Khan boarding the Delhi metro on Dec. 13 to shave off their evening stubble on the way back home.

Keeping in sync with other campaign activities like Pyjama Protest and Shave for Bed, The Gillette Express saw advocates for the cause, Neha Dhupia and Chitrangadha Singh, lending their support strongly. The event began with both the ladies coming on board and protesting against men with stubbles and beards. They also highlighted the results of the special survey conducted which were in favour of men shaving on a daily basis. This was then followed by Khan and Bhupati giving in to their demand and bringing out the shaving creams and razors for a clean shaven look.

An entire bogie was brimming with men pledging their support to their women by shaving alongside the celebrities. On shaving, the women stopped protesting, holding ‘Just Shaved' placards. The event culminated with the celebrities descending onto the New Delhi metro station platform and posing for the cameras with huge razor props and branded boards.

Besides taking on the entire campaign responsibilities, Encompass also managed the Gillette Express event which had to be a perfect ending to a month long campaign. They arranged for all the permissions required from various authorities and managed the entire metro journey from New Delhi Metro station to Aerocity station and back.

Commenting on the role played by Encompass, Shyam Gursahani, Manager, Client Servicing, Encompass, said: "Gillette wanted us to get men to shave in a moving metro. Encompass made it happen. The idea was to communicate the evening shave, and what better way to let men know that the razor is so easy to shave with that you can shave in a moving train on your way home from work. While the idea was unique, what really made the event was the impeccable execution; the team on the project really put in their all for this one. It was a magnificent event that marked an end to a wonderful year!"

Also Read: Encompass executes month long ‘Shave or Crave’ campaign for Gillette