J.K. Helene Curtis has rolled out a TV campaign for its Park Avenue ‘Beer Shampoo’. The campaign, clearly inspired by films for Old Spice, underlines that men’s hair is different and needs personalised care.
The film, created by Publicis South Asia, shows a man talking to the camera while performing ‘manly’ things. It opens with him saying ‘Man hair is different’ as he is about to chop the bark of a tree with his axe. When he does, a sculpture of a woman is revealed. After driving in a vintage open top car with two young women, he’s shown displaying his biceps while holding a bunch of grapes, saying, ‘You gotta’ care for that man hair’. If one doesn’t, the message is that they’ll end up looking like a bear – like the one he scares away with his scream while lifting weights in the woods. Seated next to his milk and cookies at night, he exhorts viewers (men) to get a shampoo that has something men love – not the attractive young women who pop up, but the beer that follows. He picks up a bottle of Park Avenue Beer Shampoo from the bathroom shelf while two young women in the background enjoy themselves in a tub. He warns men not to drink it, justbecause it’s a ‘beer’ shampoo. After getting his hair shampooed by the women ‘like a man’, he goes on to say that the beer makes hair shiny and bouncy.
Anil Kulkarni, director, J.K. Helene Curtis, said, “J.K. Helen Curtis with its Park Avenue Beer Shampoo has created a path-breaking category in the hair care segment by launching the first-ever shampoo for men in India. This is primarily because of the main ingredient - Beer - which is associated with fun, and offers a shiny, smooth and bouncy feel to the hair. We, in our research, have found that men do not invest in personal hair care products and instead use female shampoos. With Park Avenue Beer Shampoo, we wanted to give the man a shampoo created specifically to meet his hair care needs and it’s time to revel in the glory of making men conscious about personal grooming.”
Bobby Pawar, director and chief creative officer, Publicis South Asia, added, “For years we’ve sold the feminine idea of hair care. Our idea was to create a male counter-point to that, one that puts a beery twist onto typical hair care communication. We tried to capture the same as an outcry ‘Cheers to man hair’. All the elements of the campaign are a celebration of that thought. The TVC is centred on a man who is ridiculously manly, making a ‘well-reasoned’ case for all men to shampoo like a man. The print ads, do more of the same, but in a more functional manner, while the digital creates engagement around the idea.”
The film went on air earlier this week and will remain on air for six weeks.
Client: JK Helene Curtis, Park Avenue Beer Shampoo
Creative agency: Publicis South Asia
Creative team: Bobby Pawar, Zarwan Divecha
Account management team: Chandan Jha, Dharal Goshalia
Production house: Fleet Entertainment