By A Correspondent
J K Helene Curtis Ltd has launched an advertising campaign for its Park Avenue Beer Shampoo Adding a twist of beer into the modern man’s life, the campaign focuses on the need of personalized hair care for men, notes a communiqué.
Created by Publicis South Asia, the communication reveals that men’s hair is different from that of women, and needs specialized care to keep it shiny and bouncy.
Said Anil Kulkarni, Director, J K Helene Curtis Limited: , said, “In our research, we have found that men do not invest in personal hair care products and instead use female shampoos. With Park Avenue Beer Shampoo, we wanted to give the man a shampoo created specifically to meet his hair care needs and it’s time to revel in the glory of making men conscious about personal grooming.”
- Bobby Pawar
Commenting on the concept, Bobby Pawar, Director, Chief Creative Officer, Publicis South Asia, says “For years we’ve sold the feminine idea of hair care. Our idea was to create a male counter-point to that, one that puts a beery twist onto typical hair-care communication. We tried to capture the same as an outcry ‘Cheers to man hair’.”
Credits:
Creative agency:Â Publicis South Asia
Creative team: Bobby Pawar, Zarwan Divecha
Account Management team: Chandan Jha, Dharal Goshalia
Production House: Fleet Entertainment
Director: Kay Kienzler
Producer: Jignesh Maru