Park Avenue Beer Shampoo raises froth and cheer to man hair 

The TVC, developed by Publicis South Asia, focuses on the core proposition of a male-specific shampoo that promises to take care of men's hair through a proven beer ingredient that men identify with

BestMediaInfo Bureau | Mumbai | September 3, 2013

Click on the image to watch the TVC.

J.K. Helene Curtis, a leading male grooming company, cheers 'man hair' with a first-of-its-kind Park Avenue Beer Shampoo's ad campaign. Adding a twist of beer into the modern man's life, the campaign focuses on the need for personalised hair care for men. The TVC has been developed by Publicis South Asia.

This innovative shampoo offers consumers a refreshing twist as beer not only boosts hair volume but also repairs and strengthens it. Infused with amino acids, proteins, mineral-rich malts, barleys, hops and yeast, the Park Avenue Beer Shampoo brings the best of the beverage to give your hair party time every single day.

The communication shows that men's hair is different from that of women's, and needs specialised care to keep it shiny and bouncy. The campaign tagline 'Cheers to man hair' is an extension of celebrating manhood by offering its target audience a personalised hair care solution with the Beer Shampoo.

The film is a montage of shots of a man talking to the camera while doing manly things. The ad opens with a man about to chop a log of wood and when he whacks it with his axe, a sculpture of a woman is revealed. He tosses his semi-long hair in triumph and speaks to the camera about a man's hair being different to that of a woman. It cuts to various shots in which he is seen driving an exotic vintage car, fighting a bear, and with two women shampooing his hair. Throughout the ad, the man emphasises the need to wash hair using a shampoo with an ingredient men can identify with, and explains the benefits of beer to man hair.

Anil Kulkarni, Director, J.K. Helene Curtis, said, “J.K. Helen Curtis with its Park Avenue Beer Shampoo has created a pathbreaking category in the hair care segment by launching the first-ever beer 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. Our research 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.”

Commenting on the concept, Bobby Pawar, Director & Chief Creative Officer, Publicis South Asia, said, “For years we've sold the feminine idea of hair care. Our idea was to create a male counterpoint 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 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.”

The ad will be aired across key markets starting from the first week September for a period of six weeks. The communication will be extended through print, digital and BTL activities such as high visibility and innovative POS and gratification programmes amongst other marketing initiatives.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: Publicis South Asia

Creative Team: Bobby Pawar, Zarwan Divecha

Account Management: Chandan Jha, Dharal Goshalia.

Production House: Fleet Entertainment

Director: Kay Kienzler

Producer: Jignesh Maru

Disclaimer: Park Avenue Beer Shampoo is not meant for internal consumption.

Info@BestMediaInfo.com

Info@BestMediaInfo.com