Categories Name : MOBILE and TABLETS
Sub-Category : Best Use of Mobile – Customer Engagement
Campaign Name : Garnier Men - Reimagining Mobile Storytelling Through Participation & Culture
Garnier Men's Face Wash had a penetration problem — Indian men simply weren't buying into skincare. That changed when comedian Anubhav Singh Bassi (5M+ YouTube, 3.5M+ Instagram) publicly mocked the product, handing the brand an unlikely gift. Rather than defending itself, Garnier Men went on the offensive — mobilising 100+ creators and fans to flood Bassi's world with personalised, humour-driven Reels under #BassiVsMensFaceWash, sending a face-wash van on his comedy tour, and planting audience members at his live shows. The campaign escalated in waves until it culminated in brand ambassador John Abraham literally washing Bassi's face on camera — the hero moment that closed the loop. The results were significant: 500+ pieces of content, 200+ creators, multi-million interactions, 2X+ growth versus market benchmarks, a spike in e-commerce searches, and a Bronze Lion at Cannes in the Social and Creator category. The real win, though, was strategic — by routing influence through the one person young Indian men already trusted, Garnier Men proved that cultural credibility beats controlled messaging every time.