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

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