A study on the #MyRoleModel Campaign by Gillette India

1. Gillette
#MyRoleModel
C L I E N T: G I L L E T T E I N D I A
B R A N D : G I L L E T T E
AG E N C Y: B B D O
C H I E F C R EAT I V E O F F I C E R : J O SY PAU L
E X EC U T I V E C R EAT I V E D I R EC TO R : R A J D E E PA K D A S
C R EAT I V E D I R EC TO R : H E M A N T S H R I N GY
AC CO U N T M A N AG E M E N T: P H I ROZ E M A RO L I A
AG E N C Y P RO D U C E R : D I V YA N G PA N DYA
CO PY W R I T E RS : H E M A N T S H R I N GY, R A J D E E PA K D A S , J O SY PAU L
P RO D U C T I O N H O U S E : R E D I C E F I L M S
D I R EC TO R : RO B B I E G R E WA L
P RO D U C E R : G A RY G R E WA L , VA R U N M A N S H A R A M I
D I R EC TO R O F P H OTO G R A P HY: R AV I K C H A N D R A N

2. Campaign Objective
Objective: Urging young male fans in
India to talk about their male role
models in life
Concept Note : The ad binds us
emotionally by telling us a simple story
about our father, the first role model.
USP: 360⁰ approach- Hashtag
embedded TVC, Blogger outreach,
Contests and giveaways
Highlight: innovativeness of the selfie
campaign
Target Group: 15 to 45 (Men)

3. About the ad
•The TVC starts with a young boy playing cricket with his father bowling.
•A shot by him, hits his father on the nose and it starts bleeding, but
without backing up, his father continues to bowl, whereupon Rahul
Dravid takes up the screen and says “to win is to take hits and still carry
on because every hit makes you stronger” and thanks his Father for
making him who he is.
•The entire TVC was in black and white to create a retrospective theme.
It plays for 37 sec and had a little customization for its Youtube version
•Wherein the #MyRoleModel hash tag was visible throughout the video
unlike in TVC, where the hashtag was visible only at the end of the ad.

4. Platform : Digi-TV Campaign
TVC : 37sec video with #tag in the end
Youtube: 2.7 mn views
Twitter: #MyRoleModel
Facebook: 2.8 mn followers
Blogadda: MyRoleModel in 300 words (The 100 chosen bloggers from
these entries will get a chance to shoot a video blog for the brand.
These bloggers will also win Flipkart vouchers worth Rs 1,000 each. The
Best Video will win a Flipkart voucher worth Rs 50,000.)
Supporting Campaigns: #InnerSteel , #YouAreMyRoleModel , Engraved
Razors

5. Duration
Date Range: Jun 17 to Aug 3, 2014

6. Expenses
2013: 175.74 Cr
2014: 255.45 Cr (80 Cr Extra)
Revenue from ops 2013: 1456 Cr
Revenue from ops 2014: 1761 Cr (305 Cr Extra)

7. Positive Comment
•It’s a typical digi-TV campaign which is simple and resonates with all.
The idea is to trend a hashtag that has stories to tell and I feel the
#MyRoleModel hashtag has the potential to grab stories from every
person there is.
•However, having said this, participation will be dependent on the media
exposure this film gets. To that extent, it is not overt and as efficient as
a hashtag promoter could be.

8. Negative Comment
•It is a decent TVC by Gillette, but from the digital integration
perspective, I found it quite weak.
•Digital and social are far more than inserting a hashtag in a video and
running a contest around it.
•Brands have to get away from this mentality of collecting contest entries
and increasing their follower base and should grow to make genuine
consumer connect.”

9. Going forward
•The company should analyze more on the Return on Investment each
and every campaign will generate and act accordingly
•Though the implied message of IMC is that all media should have the
same content, it doesn’t mean that the formats should also be the
same, they should be customized better than this

10. Thank You!!!