Gillette recently released another spot that addresses gender stereotypes. But this time they took their campaign to India to tackle gender stereotypes in India. Their latest gender themed campaign is based on a true story. Its features the barbershop girls of India.
About Gillette’s The Barbershop Girls of India Ad
Gillette’s the barbershop girls of India ad was created by Grey and the ad features the tag #ShavingStereotypes. The barbershop girls of India tells the story of two barbershop girls, 18-year-old Jyoti and 16-year-old Neha. They are from the village of Banwari Tola in Uttar Pradesh. They run their father’s barbershop which by culture would have been given to a son to manage. The star of the ad and the narrator is a little boy whose thoughts and opinions are formed from everything that he witnesses around him. He observes that gender roles are clearly defined by society. When he goes to the barbershop with his father to get a shave, he is shocked to see girls ready to shave his father. He asks his father why girls can shave men’s hair.
The boy’s father then addresses the effects of gender stereotypes and subliminal patriarchy has on the boy’s mind. He explains that a razor doesn’t know the difference between a boy and a girl. The ad then tells the story of the barbershop girls of India and how they have challenged gender stereotyping often found in Indian villages. They did this by running their father’s barbershop. Through the support of their father and other villagers, they have been able to set the right example while inspiring the next generation of a generation who are learning from what they see.
Gillette Speaks on The Barbershop Girls of India Ad
Karthik Srivatsan the associate directory and country leader of shave care for the Indian Sub-Continent at Procter & Gamble spoke about the spot. He stated that Neha, Jyoti and the whole village of Banwari Tola are examples of how when people take positive action, they can create meaningful change and set the right example for the next generation. He talked about how the brand is proud to further enable their dream through their Saflta Apni Muthi Mein program (Safalta Apni Mutthi Mein). Srivatsan spoke about how it’s time for brands to acknowledge the role they have in influencing culture. He talked about how our actions need to inspire us all to be better every day. He stated how the world has 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.