Axe: MTV VJ Jose kidnapped for Axe Shower Gel launch in India
Priya ChandaMindshare India
Campaign details
Brand owner: Hindustan Unilever IndiaAgency: Mindshare IndiaBrand: Axe Shower GelCountry: IndiaIndustry: Toiletries and cosmetics marketMedia budget (USD): Up to $500kChannels used: Branded content, Cinema, Internet - display, Internet - general, Internet - microsites, widgets, Internet - search, Mobile and apps, Newspapers, Online video, Radio, Social media, Television, Word of mouth and viral
Executive summary
Axe, the leading deodorant brand owned by Unilever, the household goods group, had been sold...