After a successful global campaign, The Best Men Can Be, Gillette has launched another masterpiece advertisement in India. With a short film featuring two young women who run their father’s barbershop in a small Indian village of Uttar Pradesh, the men grooming brand is looking to break gender stereotypes in the country.
The 2 minutes 23 seconds short film conceptualized by Grey India is set from a young boy’s perspective. He rightfully says that kids learn what they see. Throughout the film, you see various instances where daily chores are divided between men and women as per their gender. Towards the end, the little boy is shocked to see two girls working at a barber shop, he curiously asks his father about it. To which the man replies that a shaving blade wouldn’t know the difference between a man and a woman.
Sandipan Bhattacharyya, Chief Creative Officer, Grey Group, said, “Gillette, as a progressive man’s brand, believes in and propagates topics that are relevant to raising and inspiring the future generation of men. And with this campaign and a powerful message like #ShavingStereotypes, Gillette drives home a point that has utmost relevance in the times we live in. The boys watching today need inspiring role models so that they grow up to be better men.”
One of the core features of this advert is its background score. It is a traditional folk song called ‘Sohar’ which is sung at the birth of boys in India. Interestingly, as soon as the part where the importance of girls comes in the film, the wordings of song are altered to the tunes of women empowerment.
Talking about the advertisement, Karthik Srivatsan, Associate Director & Country Category Leader, Shave Care, Indian Sub-Continent at P&G, said, “Neha & Jyoti and the entire village of Banwari Tola are an example of how when we take positive actions, we create meaningful change and set the right example for next generation. Gillette is proud to further enable their dream through our Saflta Apni Muthi Mein program (Safalta Apni Mutthi Mein). It’s time we acknowledge that brands, like ours, play a role in influencing culture. Our actions need to inspire us all to be better every day, and to help create a new standard for boys to admire and for men to achieve. Because the boys of today are the men of tomorrow.’’