Brief Explanation

Axe has successfully positioned itself as a “girl magnet” brand in India. However, figuring out the way forward for Axe Shower Gel on digital was proving tricky. 75% of our TG, i.e. 13 million people, actively consume video content online, presenting us with an opportunity. We gave them a lesson in alternate history, in which Axe Shower Gel changes the course of several famous historical events on an interactive Gadget Channel on YouTube. The Results – Almost 1 million views in a month. Watched for almost 10,000hrs. 60% higher view rate than planned. Reach of 2 million with 41,000+ social interactions.