MUMBAI: Gillette 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. Conceptualised 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.

Commenting on the campaign, Grey Group chief creative officer Sandipan Bhattacharyya 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, P&G associate director and country category leader, shave care, Indian sub-continent Karthik Srivatsan said, “Neha and 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.’’