Challenging the status quo of education
In a world often fixated on individual achievement, Gillette India, in partnership with Burson, sought to inspire young people to leverage their education for a greater good. The campaign, Engineering Change, challenged the one-dimensional view of education as a path solely to personal gain, urging students to consider its potential to transform communities.
Real-life inspiration
In line with the brand’s global mission of inspiring “The Best a Man Can Be,” at the heart of the campaign was the inspiring journey of Prashant Gade, a social entrepreneur who left a lucrative engineering career to establish the Inali Foundation. Gade's mission: to create the world's most affordable bionic arm, empowering amputees with mobility and independence.
Prashant Gade's inspiring story was brought to life through a moving short film, showcasing the profound impact of leveraging one’s skills for social good. The campaign’s multi-faceted approach ignited conversations and inspired action:
- Digital storytelling: The video, shared widely across social media and online platforms, resonated deeply, garnering over 16 million views within weeks.
- Media engagement: A strategic PR campaign secured 300 stories across print, online and broadcast media, sparking dialogue about the true purpose of education.
- Influencer advocacy: Prominent voices across diverse fields amplified the campaign’s message, extending its reach and impact.
Inspiring change
In just three weeks, the #EngineeringChange campaign generated 900 million media impressions—more than double its initial target. The overwhelming response, with over 95% positive comments, confirmed the campaign's resonance. Gillette India's initiative transcended traditional brand marketing, sparking a movement that redefined success for a new generation. By showcasing the power of purpose-driven education, Gillette inspired countless young people to embrace a bolder, more impactful vision of what it means to be their best.