Axe Deodorant ties up with Talenthouse for crowdsourcing initiative

The creative hunt is titled ‘Capture the Axe Effect’

May 03, 2012 01:49:00 PM | Article | Campaign India Team

Axe, the men’s deodorant brand, has partnered with Talenthouse India, for a creative hunt titled, ‘Capture the Axe Effect’. The hunt invites artists to bring alive the effects of using the new extra strong Axe, in a creative and unique manner by capturing videos and images. The core proposition of ‘The Axe Effect’, that is women getting attracted to men because of using the deodorant, must be adhered to.

This creative invite is open for film-makers, animation artists, videographers, photographers, graphic designers, illustrators and painters.

Arun Mehra, chief executive officer, Talenthouse India, said, “Crowdsourcing is not just a buzzword. It provides a multitude of ways to gather ideas, opinions and feedback. Brands that have opened up to crowdsourcing have gained a deeper understanding of their customers’ wants. This creative invite will enable Axe to effectively communicate with its users and also allow the users to actively participate in the creativity and strategising aspects for the brand.”

For participation and other details, log on to: (Video) (Photography)