Axe: Mard Ban yaar

Axe, a deodorant brand, encouraged Indian men to break stereotypes at a youth festival by getting them to write common struggles and stereotypes on clay pots before smashing them.

The communication goal

The male deodorant market in India is a 3000 crore industry with more than 150 players fighting for the consumers' attention. Most positions themselves as a 'means' to attract the opposite gender. A communication strategy that A

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

Learn more Get a demo

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands