The campaign started with the sale of special edition razor packs for Gillette Mach3, Gillette Mach3 Turbo Sensitive and Gillette Fusion. A part of the proceeds from each pack are to go to the Sainik Welfare Organization (SWO). The next leg, handled by Encompass, was a mall jack. Over 10 malls across the country were branded with Gillette Fusion.

The final leg of the movement was the mall activation. The mall set, designed to represent an army tent, was created, which also had a setup of four shaving zones for consumers to get the Gillette Fusion experience. Promoters approached consumers with urgency and a walkie-talkie in their hands, telling them to shave for the soldier, and shave for the spirit of the soldier inside them. Five qualities of the soldier were identified - courage, camaraderie, grooming, discipline, and integrity -and women were made to nominate their man for one of the above five qualities.

Encompass managed the mall branding and on-ground activation. The conceptualisation was a combined effort of BBDO (the ad agency working on Gillette) and Encompass. However, the set was designed entirely by Encompass.

"Encompass has had a long standing relationship with Gillette. We have been executing projects for the brand for around five years now. We understand the brand, and this helps us achieve better results each time we go out there for Gillette," said Shyam Gursahani, Assistant Manager, Encompass.

No other vendors were involved in the process. Encompass managed and executed the entire activity.