The TVC has been conceptualised by BBH Singapore, and filmed by Bang Bang Films
BestMediaInfo Bureau | Delhi | June 12, 2013
Axe commercials are among the most searched and watched commercials; not only are they visually stunning but they manage to combine glamour and humour and get the message across effectively. The new Axe commercial starring actor Ranbir Kapoor reinforces the brand's ‘Irresistible’ proposition and key message in a very humorous manner. The TVC has been conceptualised by BBH Singapore, and filmed by Bang Bang Films with the Director duo of Nic & Sune.
The film shows Ranbir Kapoor imagining himself in a situation where he is being flirted by a large number of drop-dead-gorgeous women, only to realise that he has been beaten by his driver who uses Axe! It is clean humour right through and not risqué like many of Axe’s previous TVCs.
Ara Hampartsoumian of BBH Singapore said, “It's never an easy task when an advertising agency is asked to not only replicate but actually improve on what was previously a globally successful ad, but the four key elements of Client, Agency, Production and Celebrity all aligned on this one and we delivered. BBH had a wonderful experience shooting another great spot for Unilever's Axe brand in Mumbai. Our star Ranbir Kapoor was truly a pleasure to work with and Bang Bang Films helped hold it all together. Really fun, wouldn't have changed a thing."
Nic & Sune and Bang Bang have worked with Ranbir Kapoor a couple of years ago in Pepsi's ‘Youngistaan ka Wow’ commercial shot in Los Angeles.
Roopak Saluja, Founder & MD, Bang Bang Films, said, “Having delivered a super-hit Ranbir spot with Nic & Sune in the past, they were an obvious choice for Axe. Not too long ago, Axe was a brand using global creative on Indian TV. To have the opportunity to produce an Indian spot with the same aspirational production values is a real pleasure for us at Bang Bang."
Direcor Sune Maroni, commenting on what it was like to shoot a commercial for Axe, an iconic brand, said, "Being asked to shoot an Axe commercial is an honour for any commercials director. Their spots offer cheeky humour combined with sophisticated visuals and have managed to capture a space in the collective consciousness of young people all across the world. We’ve been lucky enough to shoot with Ranbir Kapoor before, and it is always a pleasure to work with such talent. But for this film we had more time to have fun! The script allowed for some improvisation on his part and he never fell short when challenged to add the RK touch. We don't think it was too difficult for Ranbir to imagine himself in a situation where he is being flirted with by a great number of drop-dead-gorgeous women. His life is pretty much like that of Vince in the celebrated TV-series ‘Entourage’. Maybe that could be his next project, an adaption of ‘Entourage’ for India. We would love to direct that."
Agency: BBH (Singapore)
Executive Creative Director: Scott McClelland
Creative Director & Copywriter: Peter Callaghan
Client Servicing: Ara Hampartsoumian
Agency Producer: Georgina Kent
Production Company: Bang Bang Films
Director: Nic & Sune
DOP: Simon Hawken
Producers: Roopak Saluja, Mindy Tulsi, Heather Gupta
Group Head - Production: Cyrus Mendes
Associate Producer: Shruti Pulicheri
Assistant Directors: Pierre Timmins, Subhadra Mahajan, Prabodh Bhajni
Production Manager: Sunny Shah
Assistant Production Manager: Jatin Shah
Production Assistant: Jiten Arora
Director's Assistant: Nimesh Chaturvedi
Post Production Team: Abdeali Pedhiwala, Parag Darekar
Editor: Tushar Shivan
Art Director: Ajay Chodanker