Gillette challenges stereotypes with #BarbershopGirls campaign
Gillette, the country’s leading grooming brand has launched its latest brand campaign – #ShavingStereotypes featuring the Barbershop Girls of India. In an extension to the global campaign “The Best A Man Can Be” Gillette India’s newest campaign beautifully aims to redefine gender stereotypes prevalent in most rigid societies.
Conceptualized by Grey India, the digital film is based on a true story of two barbershop girls from the village of Banwari Tola in Uttar Pradesh – Jyoti and Neha. The film shows the everyday village life from an eight-year old boy’s point of view. His thoughts sum up everything that happens around him and he appropriates it to something his father seems to have told him – children always learn from what they see. As the film progresses, we see the prejudiced effect, the subliminal patriarchy has on his sponge-like mind. Until he walks into a barbershop with his father, where he is surprised to see two girls ready to shave his father. And the boy voices this as a concern. The father who takes a moment to think and respond, stating rhetorically that a razor wouldn’t know the difference between a boy and a girl.
In concluding shots, we see how Jyoti and Neha Narayan have challenged gender stereotypes prevalent in Indian villages by running their father’s barbershop, with their father and the entire village of Banwari Tola by their side. Thereby setting the right example and inspiring the next generation of men. Because children do learn from what they see.
The beautifully composed music is inspired by the Sohar – a traditional folk song sung in celebration at the birth of a boy. A twist in the lyrics towards the end challenges this tradition urging people to equally celebrate the birth of a girl, for even she can change the family’s fortune.
Commenting on the campaign, Mr. 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.”
Speaking on the story, 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.’’
As leading manufacturers of double edge brands like Wilkinson Sword™ 365™, 70’Clock™ blades used by Barbers all over, Gillette is proud to have been part of their journey.