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Gillette celebrates Father's Day with Foamies

By afaqs! news bureau , afaqs!, New Delhi | In Digital | June 23, 2014
The men's personal brand urged people to share Foamies.

Men's personal care brand, Gillette India, celebrated the Father-Son relationship on Father's Day with its #MyRoleModel campaign on social media.

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Winner with Gillette Role Model R Ashwin

It introduced its own innovative take on the Selfie, calling it a 'Foamie' where it urged people to simply put, shaving foam on their and their fathers face and click a Foamie and share it on the social media.

The idea stemmed from the simple insight that a son picks up all the important lessons in life from his first role model - his father - including the basic act of shaving. And on Father's day, Gillette gave sons an opportunity to thank their fathers for influencing their lives. And what better way than through the recently viral Pop-Culture phenomenon, the Selfie!

The contest was live on Facebook, Twitter and Instagram. Fans on Facebook shared their Foamies through posts, comments and even messages. Followers on Twitter and Instagram also shared their Foamies using a dedicated hashtag #FoamieWithDad.

The grand prize winner won a meet-and-greet session with cricketing icon Ravichandran Ashwin while everyone else who submitted a #FoamieWithDad won Gillette Razors for both father and son. Around 70 people shared their Foamies on Facebook, around 30 of them shared it on Twitter. There were six Foamies shared on Instagram.

On Twitter itself, Gillette received over 3,000 tweets, with influential twitterati tweeting as well. The activity was also, in parallel, supported by a PR event at RCity Mall, Ghatkopar, Mumbai. The brand received 50-odd Foamies at the event, which were directly shared on Gillette's Facebook page. The participants were presented with Gillette razors. This was also accompanied by a print advertisement in the Times of India which introduced the activity.

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