Park Avenue Beer Shampoo: Stealing a lead from the giants in men's hair care
Namit Prasad
Campaign details
Brand owner: JK Helene CurtisLead agency: PublicisBrand: Park Avenue Beer ShampooCountry: IndiaIndustry Hair careChannels used: Games and competitions, Internet - microsites, Newspapers, Packaging and design, Point-of-purchase, in-store, Social media, TelevisionMedia budget: 500k - 1 million
Executive summary
This case study describes how Park Avenue used beer shampoo to pin down a niche within the emerging Indian male-grooming market.
The shampoo category in India is designed to woo women. While...