Localised asset bank representing target consumers

Brand Objective

Gillette is a global brand with 100 years experience in making razors and shaving products. Their aim is to transform shaving from a routine chore to a pleasurable activity for their male consumers in India.

Creative Brief

Gillette wanted to create a mix of product focussed flatays and situational photos of the razors in use. The images needed to have a contemporary and trendy aesthetic and feature Indian men using the product.


In partnership with Creatively Squared, Gillette were able to produce an asset bank for use in their performance advertising and ecommerce websites. Using local Indian creators, Creatively Squared were able to feature a variety of men in the images that were appropriate for Gillette’s target audience.

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