Beer head gets a totally different meaning in new campaign out of Publicis Ambience Mumbai

Park Avenue just launched its Beer Shampoo, like the name suggests this innovative shampoo is made with real beer. And the packaging drives that home quite memorably.

In a crowded shampoo market, the question before the marketing team was how could the brand carve out its own niche?

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‘Our strategy started with the realization that we shouldn’t be playing the same game as other, more established players. So we turned everything on its head. In a category that focuses largely on women, we went male. After all, our key ingredient, beer, is about as manly as you can get.’ – Raja Chakraborty, G.M. Marketing.

‘For years we’ve been sold the feminine idea of hair care. That’s great, if you are a woman. Our idea was to create a male counter-point to that, one that puts a beery twist onto typical hair-care communication. It is captured in our rallying cry, ‘Cheers to man hair’. All the elements of the campaign are a celebration of that thought. The TV is centered 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.’ Bobby Pawar, Director, Chief Creative Officer, Publicis South Asia.

The film was directed by Kay Kienzler and produced by Fleet Entertainment. It was shot in Tallinn, Estonia. If you are curious, yes Estonia has Indian restaurants.

DOP: Ronald Stuprich