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Brand Campaign Sympathizing With COVID Affected

Gillette launches Barber Suraksha Program for barbers that suffered losses due to pandemic.

Culture Compass
Culture Compass
5.8
GenderMale
Age BracketYoung Adults, Grown Ups
GeographyIndia

In the wake of COVID-19 pandemic, brands and organizations are trying to putting a helping hand forward to those affected by the pandemic. Be it fundraising events, partnerships with charitable trusts or campaigns for keeping the mental health of their consumers alright, the brands have done it all. Further, many are even trying to spread the messages of social distancing through various advertisements and product prints. Sympathizing towards those affected helps build the consumer’s trust towards the brands. In the light of the pandemic losses, Gillette has recently come to the rescue of the barber community with its campaign- “Barber Suraksha Programme.”

The program was launched by a video by Gillette featuring Sachin Tendulkar reminding the listeners of their last barbershop visit. The video brings to life the discussions over tea, the relief of the massage and the authenticity of a barbershop. However, during the pandemic, their businesses have gone in losses. Thus, Gillette launched this program to help the barbers survive through the pandemic. This would involve COVID insurance of up to Rupees 1 Lakh given to barbers across the country and tailored Suraksha kits with 2 months of supplies. Moreover, Gillette will be providing hygiene and sanitation guidelines explained by Aalim Hakim which include videos showing them how to maintain hygiene and sanitation at their shops and give them tips using sanitized equipment. Further, Suraksha Kits will include face Shields, aprons and Gillette products to ensure that they ease back into their business.

References – The Quint

Culture Compass
5.8
The program is a give back to the barbers that have always showed great interest and loyalty for the brand and its products. This campaign might prove to be a great help for the barber community which has been hit badly with the pandemic. This provides an utmost opportunity for brands to invest in the well being of their direct consumers during such circumstances.

Breakdown

  • Popularity 7.0
  • Inventiveness 3.0
  • Engagement 4.0
  • Human Centricity 9.0

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