<ul><li>After #BarbershopGirls campaign, Gillette is now urging men to embrace their vulnerability. </li><li>Told through the real-life tribulations of a father and son, Gillette traces their journey from being beholden to this stereotype to breaking it and accepting that showing their tears and vulnerability makes them stronger. </li><li>The campaign has been conceptualized by Grey Group, this campaign shows a real journey of an Indian soldier. </li><li>Gillette is pledging to take this message to more than 2 million young men across the country through its initiative -- Gillette Mach 3 Achiever’s Academy.</li></ul>For years, men have been told to hide their tears because ‘men don’t cry’ and expressing vulnerability is often considered a sign of weakness. Shaving these enduring stereotypes and building on its ‘The Best a Man Can be’ brand credo further, Gillette is asking the question – ‘Why don’t men show their tears?’ in its latest ad. 
 <div type="Youtube" id="6pKHqWxgMAg" title="Man Enough – Shaving Stereotypes | Gillette India" thumbUrl="https://i.ytimg.com/vi/6pKHqWxgMAg/mqdefault.jpg"></div>



 Through a heartfelt story of Lt Col Manoj Kumar Sinha, SM (Retd), Gillette with its second edition of #ShavingStereotypes, says that it is ok for Men to Cry. Men expressing their vulnerability through tears is being #ManEnough. Gillette aims to pave the way for men to re-think their notions of masculinity and strength. Told through the real-life tribulations of a father and son, it traces their journey from being beholden to this stereotype to breaking it and accepting that showing their tears and vulnerability makes them stronger. Their story echoes what Gillette advocates ‘That it takes courage to be the best we can be.’ As a part of the broader campaign, Gillette asks one simple question- ‘When was the last time you cried?’ In a society where crying is often perceived as a sign of weakness, encouraging men to talk about the last time they cried attempts to shatter this stereotype. With #ManEnough, Gillette is pledging to take this message to more than 2 million young men across the country through its initiative -- Gillette Mach 3 Achiever’s Academy. Sharing the core insight behind the campaign, Sandipan Bhattacharyya, Chief Creative Officer, Grey Group, said, “Gillette, as a leading male brand and advocate for men, believes in igniting conversations that raise and inspire the future generation of men. With #ManEnough, we want men breaking free of notions that crying makes them weaker, and that it takes courage to show your vulnerability” Karthik Srivatsan, Country Category Leader, Grooming Indian Sub-Continent at P&amp;G, said, “Lt. Col. Manoj Kumar (Retd.) and his father are true heroes who’ve shown us that when we get past stereotypes that constrain us, we can emerge stronger together. Gillette salutes their spirit and is proud to have had the opportunity to be part of their journey. We are committed to Gillette being a Force for Good and want to continue to bring real life positive stories of men, and play a role in influencing culture. Our actions need to set the right standards for the boys of today to be men of tomorrow.”

Gillette slams the stereotype ‘Men can’t cry’ in its latest ad

26. The Best a Woman Can Gillette

<ul><li>Cannes Lions announces its shortlists for Brand Experience &amp; Activation, Mobile, Radio &amp; Audio, Creative Business Transformation, Creative Effectiveness, Creative E-commerce, Sustainable Development and Film and Innovation categories.</li><li>The jury will announce the results for Digital Craft, Film Craft, Industry Craft, Entertainment, Entertainment for Music and Entertainment for Sport today.</li></ul>Day 3 of this year’s Cannes Lions opened with some more good news for India. Work from the country bagged 21 shortlists. Cannes revealed shortlists for categories including Brand Experience &amp; Activation, Mobile, Radio &amp; Audio, Creative Business Transformation, Creative Effectiveness, Creative E-commerce, Sustainable Development and Film and Innovation categories. While we got 8 shortlists in the Brand Experience &amp; Activation category, 1 in Creative E-commerce, 4 in Film, 4 in the Mobile category and 4 in Sustainable Development Goals, there were no shortlists in the Radio &amp; Audio, Creative Business Transformation, Creative Effectiveness and Innovation Lions categories. Here is a list of India’s shortlist on Day 3: <cmsannotation type="cmsannotation" annotationid="Brand Experience &amp; Activation" text="Brand Experience &amp; Activation">Brand Experience &amp; Activation</cmsannotation> <ol><li>The Punishing Signal - Brand Experience &amp; Activation, FCB Interface, Mumbai Police - Not-for-profit/Charity/Government</li><li>Pedasuransi - Customer Acquisition &amp; Retention, VMLY&amp;R, Heinz</li><li>Careers From Home - Culture and Context, Local Brand, Wheel India, HUL</li><li>The Better Half Recipes - Culture and Context, Challenger Brand, Dentsu Webchutney, Swiggy</li><li>The 8-Bit Journo - Culture and Context, Single-market campaign, Dentsu Webchutney, Vice</li><li>Make your Own Mask - Culture and Context, Single-market campaign, Wunderman Thompson, The Times of India</li><li>The Applegram - Culture and Context, Single-market campaign, Famous Innovations, Radio Zindagi</li><li>The Better Half Recipes - Culture and Context, Cultural Insight, Dentsu Webchutney, Swiggy</li></ol><cmsannotation type="cmsannotation" annotationid="Mobile Lions" text="Mobile Lions">Mobile Lions</cmsannotation> <ol><li>The 8-bit journo - Vice - Dentsu Webchutney Mumbai - Mobile Technology - Activation by Location </li><li>The 8-bit journo - Vice - Dentsu Webchutney Mumbai - Mobile Technology - Mobile Led Creativity </li><li>The 8-bit journo - Vice - Dentsu Webchutney Mumbai - Mobile Social - Real-time Response</li><li>Now, words aren’t just heard, but felt - Samsung - Cheil India Gurgaon - Mobile Technology - Innovative Use of Technology</li></ol><cmsannotation type="cmsannotation" annotationid="Sustainable Development Goals" text="Sustainable Development Goals">Sustainable Development Goals</cmsannotation> <ol><li>#Keepgirlsinschool - Whisper Mobileshaala - Leo Burnett, Mumbai - Quality Education</li><li>Shakti - The Selfless Selfie, Shakti, Ngo, FCB India, Delhi, Gender Equality</li><li>Out And Proud Classified, The Times Of India, Newspaper, FCB Ulka, Delhi</li><li>Now, Words Aren't Just Heard, But Felt. - Samsung - Samsung Good Vibes - Cheil India, Gurugram - Reduced Inequalities</li></ol><cmsannotation type="cmsannotation" annotationid="Film" text="Film">Film</cmsannotation> <ol><li>Savlon - The Artist - ITC Savlon - Savlon Handwash - Ogilvy India, Mumbai - Healthcare</li><li>Freedom, WWF India, WWF, McCann, New Delhi, Not-for-profit / Charity / Government</li><li>Man Enough: Shaving Stereotypes - Gillette - Gillette Mach3 - Grey India - Mumbai - Single-market Campaign</li><li>Pooja Didi - Facebook - Taproot Dentsu, Mumbai - Cultural Insight</li></ol><cmsannotation type="cmsannotation" annotationid="Creative E-commerce" text="Creative E-commerce">Creative E-commerce</cmsannotation> <ol><li>The Better Half Recipes - Swiggy - Swiggy Instamart - Dentsu Webchutney, Bangalore - Cultural Insight</li></ol><cmsannotation type="cmsannotation" annotationid="Creative Business Transformation Lions" text="Creative Business Transformation Lions">Creative Business Transformation Lions</cmsannotation> No shortlists <cmsannotation type="cmsannotation" annotationid="Creative Effectiveness Lions" text="Creative Effectiveness Lions">Creative Effectiveness Lions</cmsannotation> No shortlists <cmsannotation type="cmsannotation" annotationid="Radio and Audio Lions: No shortlists" text="Radio and Audio Lions: No shortlists">Radio and Audio Lions: No shortlists</cmsannotation> No shortlists <cmsannotation type="cmsannotation" annotationid="Innovation Lions" text="Innovation Lions">Innovation Lions</cmsannotation> No shortlists The Cannes Lions will announce the results for Digital Craft, Film Craft, Industry Craft, Entertainment, Entertainment for Music and Entertainment for Sport today. <div type="Article" hostid="261" msid="83744323" title="Cannes Lions 2021: India gets 8 shortlists on Day 2" mstype="2" mssubtype="0"></div>

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Gillette slams the stereotype ‘Men can’t cry’ in its latest ad

BI India Partner

26. The Best a Woman Can Gillette

Dan Bobkoff,Amy Pedulla,Sarah Wyman

Cannes Lions 2021: On Day 3, India secures 21 shortlists

BI India Partner