Park Avenue Beer Shampoo promises hair that withstands even the 'Gorilla massage'

 

Park Avenue has rolled out a film for its Beer Shampoo, conceptualised by Publicis Ambience.

 

A young man walks into a jungle, explaining that he takes a break from the boardrooms to roam around in such areas for the green and water. He adds that there's another reason which makes him do this. He pulls out his scarf and sits in a position ready for a head massage. A gorilla appears and turns masseur. The man calls it the 'world's best head massage' and urges others to try it too, but only if they're confident about it not damaging their hair. He introduces the shampoo and explains how its ingredients help with strong hair. 

 

Raja Chakraborty, head – marketing, JK Helene Curtis, said, “In hair care Park Avenue made quite a stir with Beer Shampoo in 2014. Now the product is even more improved on all hair care characteristics especially in its ability to prevent hair damage. In our internal studies as well as consumer tests the product surpassed other products on various parameters. Publicis has always been a great partner on the communication front for Park Avenue. This time yet again they have come up with a wonderful idea which got executed beautifully and I am sure with a clutter-breaking communication and great product we will generate greater trials.”

 

Bobby Pawar, managing director, Publicis Communications South Asia, said, “Park Avenue Beer Shampoo has always celebrated the different nature of a manly man’s man hair. This edition of the campaign takes a turn for the wilder (literally) and wanders into the off-beat adventures of a man or woman whose hair is strong to take on any experience. It doesn’t walk the usual path of shampoo advertising, and my hat is off to our astute and hugely supportive clients.”

 

Jigar Fernandes, executive creative director, Publicis Ambience, added,"Every local barber offers a free one-minute massage after the hair cut is done. Now they can be quite rough with your hair. So the weak haired often lets this offer pass. We just raised this challenge to 'Level Gorilla'.”

 

Credits

 

Client: JK Helene Curtis (Park Avenue)

Agency: Publicis Ambience

Managing director and chief creative officer, South Asia: Bobby Pawar

Chief operating officer: Paritosh Srivastava

Executive creative director: Jigar Fernandes

Creatives:

Copywriter: Rohan D’souza

Art director: Abhishek Sawant, Alekh Kudtarkar

Account management: Chandan Jha, Darrell Fernandes, Sankalp Hoskote, Vishaal Nair

Account planning: Namit Prasad, Aditya Akhauri

Films: Jignesh Maru, Pooja Talwar

Production company: Eeksaurus Films

Director (film): E Suresh