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.”
 
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
With a song and a prayer, ICICI Lombard fires up your imagination
Premium
1 hour ago

With a song and a prayer, ICICI Lombard fires up ...

Watch the film conceptualised by Ogilvy Mumbai here

Premium
Dentsu Impact gets digital mandate for HT Media's radio business
Premium
2 hours ago

Dentsu Impact gets digital mandate for HT Media's ...

Dentsu Impact that already handles the mainline creative work, looks at ensuring a stronger consolidation of the offline and online platforms

Premium
M&A activity in marketing sector grows by 16 percent in 2019
Premium
4 hours ago

M&A activity in marketing sector grows by 16 ...

Dentsu leads the pack in the first nine months of 2019. The big six holding companies acquired fewer than half the number of agencies they bought last year.

Premium
Anjali Lama, Dutee Chand, Mary Kom and Sara Ali Khan complete 'propah' transformation with Puma
Premium
9 hours ago

Anjali Lama, Dutee Chand, Mary Kom and Sara Ali ...

Watch the film conceptualised by Digitas India here