Campaign India Team
Jun 25, 2019

Axe turns to hip hop, urges men to 'make your own rules'

Watch the film conceptualised by Mindshare and Arre here

Axe has rolled out a music video featuring Ayushmann Khurrana, Naezy, Sunil Chhetri, Dharmesh Yelande and Shashank Arora.
Conceptualised by Mindshare and Arre, the titled ‘Ab Teri Baari’ is a call to for Indian men to stop worrying about the rules of society and the question ‘Log kya kahenge’. The song instead urges men to make their own rules. 
Nippun Aneja, GM - deodorants and men’s grooming, Hindustan Unilever, said, “Many boys in India still feel an overwhelming pressure to conform to masculine stereotypes. There are many said and unsaid rules on how to ‘Be a Man’ - The way you look, the way you act & interact with your peers; even your career choices and hobbies are being judged through the lens of being ‘masculine enough.’ We want young guys to feel free from the pressures of these ‘rules’, discover what makes them unique and work on it. Axe believes that expressing your individuality is what makes a guy attractive, so go ahead ‘make your own rules’ and be the best version of yourself.”
Jaideep Singh, director, Arrè, said, “As a platform and a voice that has led gender-based conversations for the youth over the last few years, Arre is stoked to have conceptualised this initiative with Axe. This campaign is a perfect showcase of content and brand seamlessly engaging with the youth in a conversation that is important to them. Arre has developed this unique campaign with spectacular coming together of talent and impeccable creative execution with top of the line production values and a brilliant delivery plan across multiple platforms.”
Ajay Mehta, vice president, Content+, Mindshare, added, “Axe has always been an iconic youth brand with communication deep rooted in pop culture. The idea was to use music and more importantly hip hop as a genre which has been recently quite popular among the younger audiences. While Ayushmann and Naezy have given their voice, the music video features some of the top influencers who not only resonate with the brand but are real-life examples. Each of them have a unique story to tell which brings alive the brand’s narrative in a compelling manner.”
Campaign India

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