Park Avenue has launched a new campaign for its Storm range of deodorants themed 'Smell like wow', conceptualised by Publicis Worldwide.
A can of Storm opens up to reveal its contents - fragrances of every kind. First up is a man singing 'Hosh udaane waala kickass smell' (a smell that will make you lose your senses) delighting three cheering women. Next up is a man in bed clinging lovingly to his bike, while a lady beside him has a book for company (crazy romance wala smell). The third man in the film plays the guitar for a gorilla by a fire in the jungle (‘ain’t no worry’ happy smell). The other men featured include one delighting a child by performing daredevil stunts outside a glass window, a group of footballers exulting on the field after a winning moment, and a man creating plant sculptures in his garden. The scene shifts to a group of young women brewing something. They sprinkle dashes of 'courage' and 'elegance' into a large cauldron. A lady’s voice takes over the background score, and croons, “I wanna smell.” A male voice over surmises, “Park Avenue Storm: Smell like ‘Wow’.”
Anil Kulkarni, business director, JK Helene Curtis, said, “It’s been a long journey from idea to final execution and what can I say….. Wow. We wanted to stay focused on the fragrance, because that’s what Park Avenue is really good at and also create a deo ad like no other. Fresh, lively, in tune with the Park Avenue man.”
Raja Chakraborty, head marketing, JK Helene Curtis, added, “The inherent desire to try new fragrances remains a key trigger to purchase in the Deo category, the brand becomes relevant only at this moment of truth. The brief to Publicis was indeed to generate desire among the Deo Consumer at this moment of truth. That’s how the Storm campaign thought emerged. Bobby and team did a brilliant job of telling the story of the ‘Storm Smell’ through the lens of the personality as a result of wearing Storm.”
Bobby Pawar, director, chief creative officer - South Asia, Publicis Worldwide, said, “Most deo brands play in the uni-dimensional world of male fantasy. Park Avenue is an above-the-belt brand, you know what I’m saying. It’s kind of obvious that deos should make you smell good, but every brand has walked away from that. Good for us, because that’s our strength, great fragrances. The question was, how do you visualise that? The idea came from revealing the emotional aspects of that various smells that exist in the can and combine to give you a ‘smell like wow’ experience. The smell of victory, the smell of joy, etc.”