AXE: The right click

Axe, the deodorant brand, wanted to make young men engage with the brand in India.

Campaign details

Brand: Hindustan Unilever Limited /AXELead Agency: Mindshare IndiaRegion: APAC



India witnessed the largest lockdown in the world with billions of People staying mainly indoors. The onset of Covid 19 across India since March 2020 disrupted the deo market. With restrictions on stepping out, deodorants became a 'non-essential' product. There was a decline in deo application as usage occasions fell drastically.

In India, deo users entered the category while still young, typically in their high school/college. This time is also extremely relevant when it came to developing 'attraction' for the person of...

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