MTV VJ JOSE KIDNAPPED

TitleMTV VJ JOSE KIDNAPPED
BrandUNILEVER
Product / ServiceAXE SHOWER GEL
CategoryA02. Fast Moving Consumer Goods
EntrantMINDSHARE Mumbai, INDIA
Entrant Company:MINDSHARE Mumbai, INDIA
Advertising/Web Design Agency:MINDSHARE Mumbai, INDIA

Credits

Name Company Position
Priya Chanda Mindshare Director
Akshay Surendra Mindshare Business Manager
Vinay Hegde Mindshare Partner
Devendra Deshpande Mindshare Partner
Suresh Naik Mindshare Partner

Brief Explanation

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.

Links

Entry URL