Park Avenue deodorants are always fresh and always on in new spot via Publicis India

Featuring Farhan Akhtar, Publicis Communications India conceptualized a fresh tvc for Park Avenue’s new range of deodorants, which breaks the monotony of passé deodorant ads featuring scantily-clad women getting fascinated with the guy who uses these deodorants. Park Avenue decided to swerve away from the much-exploited ‘get the girls swooning’ plot and, instead in its new campaign, focuses on the benefit of Park Avenues new deo range – ‘Freshness Lock Technology’ which overpowers body odour, thus ensuring fragrance to last longer.

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The commercial shows two young office pals, full of enthusiasm, making ambitious plans, in the morning, to watch a cricket match at the stadium after they get off work. By the time it’s 6 pm, we see that these youngsters have turned into drooping, depleted old men and have compromised their plans to instead watch the match on TV at home. At this point, Farhan interjects to talk about the benefit of Park Avenue deos offering daylong freshness that enables the user to continue to stay fresh and enjoy the day beyond the work hours. The commercial ends with Farhan himself enjoying the match at the stadium.

Commenting on the campaign Bobby Pawar, Managing Director, CCO, Publicis South Asia said, “The ‘Shaam ka budhaapa’ idea springs from what happens to a person and his deo; they start the day full of zest but become ‘thakela’ come evening. It is a fresh take in a category that is littered with chicks and wannabe chick magnets. And it will start a new conversation about long lasting freshness. That said, what I liked most about it, when Jigar Fernandes and his team shared it with me, is its potential to create engaging social content and conversation.’

Raja Chakraborty, Marketing Head, J. K. Helen Curtis, said, “The deodorant category is struggling for relevance in consumers minds as a daily wear product. The role of brands is to introduce consumers to newer roles of the same category and back it up with perceptible product performance. That’s the journey we have undertaken with the new campaign for Park Avenue. Publicis have played a key role in developing life insights that have gone into the communication. We are quite confident that this communication should generate new trials for the brand”.

Ashok Namboodiri, Business Head, J. K. Helen Curtis added, “The new campaign for Park Avenue developed by Publicis engages the young Indian consumer in a new and compelling manner. Phase One of the deodorant story is coming to an end and it is time to start new conversations that go beyond attracting the opposite sex. The new campaign brings together a revamped marketing mix based on a key life insight and could well mark the advent of a new conversation in male grooming based on new definitions of masculinity”.

The film hits the nail on the head portraying the reality and irony of daily life – we begin our day full of freshness, but in the evening, when we have time, there’s no freshness /life left in us! An all-day freshness of Park Avenue deo ensures that you have the freshness whenever you need it, which is not only through the day but also in the evening.

Credits –

Director: Parikshit Vaidya