TRUST & PURPOSE IN THE NEW NORMAL

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Pankaj Bhalla, VP Gillette Europe, Proctor & Gamble (P&G), describes Gillette’s courageous campaign taking a social stand on masculinity.

At first, the campaign caused a major backlash, but soon the winds changed and the company enjoyed a strong increase in support especially among young men.

The commercial became both the most liked and disliked ad and sparked a debate on men and masculinity.

This was considered a bold move on behalf of Gillete taking a stand on a social issue.

Pankaj discusses how brands need to stand for more than their functionality. Being the largest advertiser in the world of products for men comes with a strong responsibility.

P&G donates a large sum of money to NGOs that promote progressive masculinity.