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Brands Jun 3, 2013

Axe Blast: 'Click'

By Firstbiz Staff

FMCG major Hindustan Unilever has released a new commercial for 'Blast', the latest fragrance of its male personal care brand, Axe. The commercial, conceptualised by BBH Singapore and produced by Bang Bang Films, stars actor Ranbir Kapoor. The commercials shows Kapoor, who plays himself in the film, uses a clicker to record the number of times he's able to grab female attention. But, his attempts fail in comparison to his competitor's, a driver, who is shown to be an Axe user.

The commercial reinforces the brand's "Irresistible" proposition and key message. Released last week, the commercial is supported by an integrated social media campaign as well. Interestingly, the film has been shot by director duo Nic & Sune, who previously shot a Pepsi film starring Ranbir.

The new Axe Click

The new Axe Click

On the film, Ara Hampartsoumian, Regional Development Director, BBH Singapore says, "It's never an easy task when an advertising agency is asked to not only replicate but actually improve on what was previously a globally successful ad, but the four key elements of client, agency, production and celebrity all aligned on this one and we delivered. BBH had a wonderful experience shooting another great spot for Unilever's Axe brand inBombay. Our star Ranbir Kapoor was truly a pleasure to work with and Bang Bang Films helped hold it all together. Really fun, wouldn't have changed a thing."

Roopak Saluja, Founder & Managing Director, Bang Bang Films, says, "Having delivered a super-hit Ranbir spot with Nic & Sune in the past, they were an obvious choice for Axe. Not too long ago, Axe was a brand using global creative 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."

by Firstbiz Staff

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