Campaign details
Brand: Park AvenueBrand owner: J k Helene Curtis/ RaymondLead agency: Core Consulting, JWTContributing agencies: QuantumCountry: IndiaIndustries: Deodorants, anti-perspirantsMedia channels: Online video, Packaging & design, TelevisionBudget: 1 - 3 million
Executive summary
The Indian male grooming/personal care industry stands at US$1.4bn and is growing exponentially, driven by deodorants. Deodorant is split between aerosols and liquid formats, with a roughly 60:40 contribution.
Park Avenue is a pioneer/legacy brand in male personal care/grooming in India, with a significant play in aerosols. However, failure to participate in new segments,...