| Title | SWEATY MAGAZINE |
| Brand | J.K. HELENE CURTIS |
| Product / Service | PARK AVENUE ROMUS DEO |
| Category | B02. Consumer Products & Services |
| Entrant | PUBLICIS COMMUNICATIONS Mumbai, INDIA |
| Entrant Company: | PUBLICIS COMMUNICATIONS Mumbai, INDIA |
| DM/Advertising Agency: | PUBLICIS COMMUNICATIONS Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Ashish Khazanchi | Publicis Communication Pvt. Ltd | Chief Creative Officer |
| Tushar Kadam | Publicis Communication Pvt. Ltd | Executive Creative Director |
| Shahrukh Irani | Publicis Communication Pvt. Ltd | Senior Creative Director |
| Tushar Kadam | Publicis Communication Pvt. Ltd | Copywriter |
| Santosh Sonawane | Publicis Communication Pvt. Ltd | Art Director |
| Natasha Dani | Publicis Communication Pvt. Ltd | Account Director |
| Samier Salunke | Samier Salunke Photography | Photographer |
Since Park Avenue has been known for its deodorants, they wanted their distributors to know about its soon-to-be-launched anti-perspirant through a disruptive mailer.
The direct mail medium ensured that we were able to target a niche audience - our distributors - in an accurate, effective and innovative way.
We bought 250 men's magazines and wet half the pages before pasting an insert in it that said, "Perspiration stops here". After drying, half the magazine's pages had a wet, sweaty look, whereas the rest of the pages after the insert remained dry. These magazines were then sent out to all the distributors as direct mail.
The distributors sat up and took notice of the fact that Park Avenue was launching an anti-perspirant. 86% of the distributors who were sent the mailer inquired about it. And most of them converted to pre-orders.