Park Avenue Acti-Cool: The 'cool' fix for a 'hot headed' nation
Campaign Details
Brand owner: J.K. Helene KurtisAgency: The Leo Burnett GroupBrand: Park Avenue DeodorantsCountry: IndiaIndustry: Deodorants, antiperspirantsChannels: TelevisionBudget: 1 - 3 million
Executive Summary
Park Avenue was the 'geeky older brother' of men's deodorants among a tribe of competitive 'wannabe womanizers'. The brand wanted to beat the summer heat with a 'first-ever deodorant innovation' for young Indian men. Problem was, these men didn't really care about the brand or associate with it enough to...