Mindshare India has bagged a Silver in “Best Use of Online Advertising" category at the Digital Media Awards (Asia) held in Beijing recently. The agency won the award for the 'Axe Dark Temptation drips chocolate over Internet in India for a day' campaign it created for Unilever’s Axe. BBDO APAC was awarded the Agency of the Year award.
Axe’s new variant Dark Temptation was positioned ‘as irresistible as dark chocolate,' and was launched to recruit new users. Within weeks of the campaign launch, the Information and Broadcasting Ministry banned the launch TVC for being too sensual for Indian audience. “Stopping the campaign would’ve meant a huge loss of business for the new variant. Hence, we had to continue the campaign and deliver an impactful launch to 12 million young Indians without the lead medium, TV,” said Sudipto Roy, partner, client leadership (Unilever), Mindshare India. “The Axe Chocolate Man was the face of this campaign. On the first day of Axe Chocolate month (Nov 08) , all leading portals like Yahoo!, Rediff, MSN, Indiatimes and Zapak were smeared with chocolate through a 24 hour road block to announce the launch of Axe Chocolate Month.”