Park Avenue has relaunched its new and improved Beer Shampoo positioned on ‘Cheers to strong hair!’ The ad shows how an urbane male takes a break from the grind of the boardroom for a tryst with nature itself. As an improved product, Park Avenue Beer Shampoo has shifted focus to the universally desired benefit of strong hair. Thus, the challenge for the agency was to translate this new property of strength into an aspiration. The new product while having the traditional bravado of beer, focuses on the strengthening benefit of barley and hops.
The TVC opens on a young corporate guy who ventures out in the wilderness for peace, calm and to much amusement a Gorilla Massage. You see him thoroughly enjoying the Gorilla Massage. He further goes to on to suggest that one should not miss the opportunity of getting a Gorilla massage, for which one needs really strong hair. Enter, Park Avenue Beer Shampoo with the power of Barley and Hops which makes the hair strong… even for an adventure like a Gorilla massage.
Publicis Ambience, the agency on the brand has conceptualized and executed the campaign.
Speaking about the campaign, Mr. Raja Chakraborty, Head-Marketing, J. K. Helene Curtis Ltd., says – “In hair care Park Avenue made quite a stir with Beer Shampoo in 2014.
Now the product is even more improved on all hair care characteristics especially in its ability to prevent hair damage. In our internal studies as well as consumer tests the product surpassed other products on various parameters.
Publicis has always been a great partner on the communication front for PARK AVENUE. This time yet again they have come up with a wonderful idea which got executed beautifully and I am sure with a clutter breaking communication and great product we will generate greater trials.”
The communication is targeted towards young men who are caught up in their daily grind, while they dream of adventure. At the same time, they are also conscious about the state of their skin and hair.
The creative is based on a simple human truth that, ‘When you feel strong, you are open to adventure!’ Or, when your hair feels this strong, you are even open to a Gorilla Massage!
Bobby Pawar, Managing Director, Publicis Communications, South Asia says “Park Avenue Beer Shampoo has always celebrated the different nature of a manly man’s man hair. This edition of the campaign takes a turn for the wilder (literally) and wanders into the off-beat adventures of a man or woman whose hair is strong to take on any experience. It doesn’t walk the usual path of shampoo advertising, and my hat is off to our astute and hugely supportive clients.”
Jigar Fernandes, Executive Creative Director, Publicis Ambience says “Every local barber offers a free one minute massage after the hair cutting is done. Now they can be quite rough with your hair. So the weak haired often lets this offer pass. We just raised this challenge to Level Gorilla.”
Credentials:
Managing Director and Chief Creative Officer, South Asia – Bobby Pawar
Chief Operating Officer – Paritosh Srivastava
Executive Creative Director – Jigar Fernandes
Creatives:
Copywriter – Rohan D’souza
Art Director – Abhishek Sawant, Alekh Kudtarkar
Account Management: Chandan Jha, Darrell Fernandes, Sankalp Hoskote, Vishaal Nair
Account Planning: Namit Prasad, Aditya Akhauri
Films: Jignesh Maru, Pooja Talwar
Production Company: Eeksaurus Films
Director: E Suresh