When a 23-year-old woman on a bus in Delhi was gang-raped and beaten to death last December, the horrendous crime spotlighted the fact that, in India, rape has long been depressingly common. (The U.N.’s human rights chief calls rape in India a “national problem.”) To address these atrocities against women, and more generally the sheer lack of public safety they feel in India, Gillette has embarked on a unique journey with a new campaign, “Soldier for Women.”
The objective is to inspire young Indian men to awaken their “inner valor” by embracing what a case study describes as the five values an ideal man should incorporate into his daily life: courage, camaraderie, discipline, integrity and grooming. A television spot showcases men and women from different social strata coming together, and we see men stand by women, as soldiers. The supers tell the story: “Soldiers wanted. Not to guard the borders. But to support the most important battle of the nation. To stand up for women.” Some commenters on YouTube criticize that women can stand up for themselves, but the point is more the final line, about respect: “Because when you respect women, you respect your nation.”
Since the high-profile rape, thousands of Indians have been stirred to rise up and express their anger and anguish through nationwide protests. The issue has created a huge furor across the country, with people questioning India’s very system of basic rights and equalities. Gillette taps into this strong vein of feeling in its social media component: A Facebook page asks consumers to share stories about people who have stood up for women (in exchange for free razors), and on Twitter the hashtag is #SoldierforWomen. The conversations and response among the public have been great so far.