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Grey Group builds up the cricket fever for Gillette

With the Cricket World Cup taking grip, Grey Group India has launched a video for Gillette that salutes Indian cricket lovers and their passion towards Indian cricket and cricketers. To stir fans’ emotions, the video features Brand Ambassador Rahul Dravid saluting the spirit of the Indian cricket fans who have made cricket what it is today.

“Gillette, globally has been associated with sports for many years now. As part of Gillette’s endeavor to salute the spirit of all Indian cricket fans, we have launched special edition india razors. The new razors have the word INDIA engraved on the handle and proudly displays the country’s name and colours,” said Rajeev Sathyesh, Country Marketing Manager of Gillette India.

“They say fans make the game. No fans, no game. This short film is Gillette’s salute to the passion of every cricket loving Indian fan. Told through a story of a blind fan whose spirit and love of the game clearly overtakes his disability,” said Malvika Mehra, National Creative Director and Executive Vice President of Grey Group India.

“In today’s overly crowded (and yet ironically isolated) social ecosystem, any sensible brand needs to have larger conversations with its consumers, they need to evoke ‘real feelings’. The age of mere transactional communication is over. We are lucky to have a client like Gillette, who sees that. With this film we hope to touch a much richer space of a ‘real connection’ with the consumer,” she added.

“Gillette has historically leveraged sports and sports celebrities, globally. The focus here has been on the common man, the fans and their unequivocal passion for the sport,” added Yashaswini Samat, Executive Vice President – P&G, Grey Group APAC.

Client: (Gillette, P&G) – Rajeev Sathyesh, Pratik Mukherjee, Karthik Srivatsan
Agency: Grey Group India
Creative Team: Malvika Mehra, Vishnu Srivatsav, Bhavesh Kosambia, Bhakti Ingulkar, Deep Chabria, George Sebastian
Servicing Team (P&G): Samta Datta, Kamia Wahi
Planning: Shahvez Afridi
Films: Samir Chadha, Mitalee Prabhu
Production House: Razor Blade
Director: Rahul Sengupta
Producer: Christopher Wagner