Gillette India may be the first global marketer to launch a campaign in India that is a direct response to the epidemic there of misogynist violence, the most recent example of which has outraged the nation and led to mass protests. The "Soldier for Women" campaign, via BBDO India, builds on the Indian market "Soldier" campaign by the P&G grooming brand. The effort shows men ranging from a tattoo artist to a gym instructor to a mechanic and hairdresser, followed by shots of women from various professional and social strata. They come together, with the men standing by women, as ‘Soldiers’. The super tells the story: "Soldiers wanted. Not to guard the borders. Not to go to war. But to support the most important battle of the nation. To stand up for women." The last frame has the hashtag: #SoldierForWomen.