Axe's Blast outperforms Ranbir Kapoor's star power

Playing himself, Kapoor uses a clicker to record the number of times he’s able to grab female (and male) attention thorugh the course of a day. From the gymnasium to a movie set, he records 147 clicks and feels satisfied with himself—until he discovers he had only a fraction of the clicks attained by his driver. The spot ends with a shot of the driver liberally applying Axe Blast at the start of the day.

BBH Singapore regional business development director Ara Hampartsoumian said the agency liked the twist that in this case the star is actually a non-user of the brand. 

“We wanted to create an iconic brand campaign for the launch of Axe's new fragrance, creatively executed in a cooler, trendier and more differentiating way than other me-too competitors," said Gaurav Raisinghani, category director for deodorants at Hindustan Unilever South Asia.

Bang Bang Films founder and managing director Roopak Saluja said: "Not too long ago, Axe was a brand using global creatives on Indian TV. To have the opportunity to produce an Indian spot with the same aspirational production values is a real pleasure for us at Bang Bang."

CREDITS

Agency: BBH (Singapore)
Executive creative director: Scott McClelland
Creative director and copywriter: Peter Callaghan
Client servicing: Ara Hampartsoumian
Agency producer: Georgina Kent
Production company: Bang Bang Films
Director: Nic & Sune
DOP: Simon Hawken
Produced by: Roopak Saluja, Mindy Tulsi and Heather Gupta
Group Head of Production: Cyrus Mendes
Associate Producer: Shruti Pulicheri
Assistant Directors: Pierre Timmins, Subhadra Mahajan & Prabodh Bhajni
Production Manager: Sunny Shah
Assistant Production Manager: Jatin Shah
Production Assistant: Jiten Arora
Director's Assistant: Nimesh Chaturvedi
Post Production Team: Abdeali Pedhiwala & Parag Darekar
Editor: Tushar Shivan
Art Director: Ajay Chodanker