Set Wet Zatak takes on Axe in new TVC

Set Wet Zatak has rolled out a new commercial, that highlights the confidence and style it provides to a man. Triton Communications has created the TVC.
 
Speaking about the brief provided by the client, Renton D'Sousa, national creative director, Triton Communications said, "We were asked to strengthen and differentiate the brand image from the category. The creative route we took was to emphasize what women want – men versus wannabes."
 
The spot opens with two pretty women sitting in a club, while a thin, bare-bodied man is swinging two axes around himself, in manner of wearing a deodorant. The woman walk towards him provocatively, only to pass him and walk to the man standing behind the first one. The second man is stylish and subtle, which is why the women are very attracted to him. The TVC highlights the fact that men wearing Set Wet Zatak do not have to try to hard to be noticed. Interestingly, the use of the 'axes' is strikingly reminiscent of the latest 'Dark Temptation' commercial by Axe.
 
Commenting on whether the commercial is really a spoof of the Axe TVC, D'Sousa said, "The TVC is not about Axe at all. It is about how Set Wet Zatak gives a man the confidence and the style while making him sexy. While Axe has been a brand with a presence of over 11 years in India and 21 years in the world, Set Wet is a relatively new brand. However, the latter is still more popular than Axe, in my opinion."
 
The creative team behind the commercial includes NCD Renton D'Sousa, copywriters Ryan Abraham and Ashish Varma, art directors Shyam Samant and Amol Mahadik, among others, while the media mix includes only TV.