Title | MTV VJ JOSE KIDNAPPED |
Brand | UNILEVER |
Product / Service | AXE SHOWER GEL |
Category | A02. Fast Moving Consumer Goods |
Entrant | MINDSHARE Mumbai, INDIA |
Entrant Company: | MINDSHARE Mumbai, INDIA |
Advertising/Web Design Agency: | MINDSHARE Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Priya Chanda | Mindshare | Director |
Akshay Surendra | Mindshare | Business Manager |
Vinay Hegde | Mindshare | Partner |
Devendra Deshpande | Mindshare | Partner |
Suresh Naik | Mindshare | Partner |
To launch Axe shower gel in India we plotted a kidnap drama involving a famous VJ from leading youth channel–MTV. News of his missing originated on Twitter after he became inactive. He was confirmed kidnapped when kidnappers released kidnap video on YouTube. The ransom–Launch Axe Shower Gel in India. Tension built up as kidnappers hijacked MTV’s website, posting 40 torture videos. The hostage drama finally ended when huge pressure from Jose’s fans resulted in Axe officials relenting. Campaign delivered 8 Million video views, 117 Million impressions. Brand achieved 4.1% market share in liquid soap category. Sales volumes doubled post activity.