Axe: Mard Ban yaar

Axe, a deodorant brand, encouraged Indian men to break stereotypes at a youth festival by getting them to write common struggles and stereotypes on clay pots before smashing them.

The communication goal

The male deodorant market in India is a 3000 crore industry with more than 150 players fighting for the consumers' attention. Most positions themselves as a 'means' to attract the opposite gender. A communication strategy that Axe launched in India and aced it for years with the "Angels are falling" and "Axe Boat Party" campaigns. Come 2018, Axe changed this trajectory, Axe told the young men of India 'make your own rules'.

Men today are stereotyped on; the career path they should take, the way they should look or even the hobbies they should adopt. There are...

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