MUMBAI: Axe Click‘s new commercial starring leading Bollywood actor Ranbir Kapoor has rolled out.

The ad has been conceptualised by BBH Singapore, produced by Bang Bang Films and directed by Nic and Sune.

BBH Singapore regional business development director - Asia Ara Hampartsoumian said, "It‘s never an easy task when an advertising agency is asked to not only replicate but actually improve on what was previously a globally successful ad, but the four key elements of client, agency, production and celebrity all aligned on this one and we delivered. BBH had a wonderful experience shooting another great spot for Unilever‘s Axe brand in Bombay. Our star Ranbir Kapoor was truly a pleasure to work with and Bang Bang Films helped hold it all together. Really fun, wouldn‘t have changed a thing."

Earlier, Nic and Sune and Bang Bang have worked with Ranbir together a couple of years ago in Pepsi‘s "Youngistaan ka Wow."

Bang Bang Films founder and MD Roopak Saluja said, "Having delivered a super-hit Ranbir spot with Nic and Sune in the past, they were an obvious choice for Axe. Not too long ago, Axe was a brand using global creative on Indian TV. To have the opportunity to produce an Indian spot with the same aspirational production values is a real pleasure for us at Bang Bang."

Talking about the commercial, director Sune Maroni said, "Being asked to shoot an Axe commercial is an honour for any commercials director. Their spots offer cheeky humour combined with sophisticated visuals and have managed to capture a space in the collective consciousness of young people all across the world.

We‘ve been lucky enough to shoot with Ranbir Kapoor before, and it is always a pleasure to work with such talent, but for this film we had more time to have fun. The script allowed for some improvisation on his part and he never fell short when challenged to add the RK-touch. We don‘t think it was too difficult for Ranbir to imagine himself in a situation where he is being flirted with by a great number of drop-dead-gorgeous women. His life is pretty much like that of Vince in the celebrated TV-series "Entourage". Maybe that could be his next project, an adaption of "Entourage" for India. We would love to direct that."