Execution

Park Avenue (India's leading garment and grooming brand for men), recently launched a razor with a Pro-Cooling Strip, that provides a cooling sensation with every shave. We were asked to communicate the same in a compelling way, so as to stand out in a market that was dominated by global players like Gillette and Old Spice. We observed that an air conditioning (AC) duct resembled a shaving blade. So, we pasted cut-outs shaped like the handle of a razor, right next to the AC ducts on the ceiling of Park Avenue outlets. This gave the impression of a razor, and communicated the cooling effect it offered. Since this was an in-store idea, customers asked sales staff to direct them to the product. Naturally, these converted into sales figures, with sales of Park Avenue razors shooting up by 23%.