Hindustan Unilever introduced a new commercial for their Axe Blast. Bollywood actor Ranbir Kapoor features in the ad. Kapoor uses a clicker to record the number of times he’s able to grab female attention. End of the day he able to get 147 clicks. He feels he’s done good enough, but the man in the driver's seat, shows with 2,475 hits. The secret for his success is then revealed, the man shown applying Axe Blast. The main theme is that "The Axe hero can even overcome Star-power". A chauffeur wearing Axe's newest fragrance gets more female attention than even Bollywood star Ranbir Kapoor.
Agency: BBH (Singapore)
This campaign is also supported by facebook fan page. Currently Axe India fanpage has reached over 4,065,501 likes. https://www.facebook.com/axeangelsclub?ref=stream
The ad is the exact copy of an older ad of Axe Clicker which featured Ben Affleck. I still feel that Ben Affleck ad communicates the message more clearly as actor meets the chauffeur in the lift. In Indian ad the actor meets the chauffeur in the car but only his face is seen. Its not clear if he is a chauffeur or friend. I think creative team missed the key element of the original commercial.
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