MUMBAI: J.K. Helene Curtis, India's leading male grooming
company, cheers Man Hair with the first-of-its-kind
Park Avenue Beer Shampoo's new advertising campaign.
Adding a twist of beer into the modern man's life, this
new campaign focuses on the need of personalised hair
care for men.
In the new TVC developed by Publicis South Asia, the
communication reveals that men's hair is different from
that of women, and needs specialised care to keep it
shiny and bouncy. The campaign tagline, "Cheers
to man hair", is an extension of celebrating manhood
by offering its target audience a personalised hair
care solution in the Beer Shampoo.
J.K. Helene Curtis director Anil Kulkarni said, "J.K.
Helen Curtis with its Park Avenue Beer Shampoo has created
a path-breaking category in the hair care segment by
launching the first-ever shampoo for men in India. This
is primarily because of the main ingredient - Beer -
which is associated with fun, and offers a shiny, smooth
and bouncy feel to the hair. We, in our research, 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
Commenting on the concept, Publicis south Asia director
and chief creative officer Bobby Pawar 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'. All the elements of the campaign are a celebration
of that thought. The TV is centered on a man who is
ridiculously manly, making a 'well-reasoned' case for
all men to shampoo like a man. The print ads do more
of the same, but in a more functional manner, while
the digital creates engagement around the idea."
The TVC is conceptualised by Publicis south Asia under
Bobby Pawar and Zarwan Divecha. The director of the
ad is Kay Kienzler, the production house is Fleet Entertainment
and produced by Jignesh Maru.
The ad will be aired across key markets starting from
first week September for a period of six weeks. The
communication will be extended through print, digital
and BTL activities such as high visibility and innovative
POS and gratification programs amongst other marketing