A deo ad with young nerdy-loser looking boy and body spray can in hand - what brand would one recall in India? For me its Axe.

For a market thats over 200 crores, how many would enjoy such a recall? In the recent times the Park Avenue deo ads are on air. An invisible office goer gets noticed. Instead of an head on fight  in the adolescent target group, Park Avenue is targeting the office goers, Which is good.
The concept of not smelling bad or smelling nice to get attention is quite ordinary, but what is a let down is that the ad does nothing to convey a premium-ness that I would want to associate with Park Avenue. Very mediocore attempt to say the least. It might just go unnoticed for the same reason.

Add to its voes will be the new "you call me i will call you" wake up service campaign by Axe. I get to see it a lot outdoor. The tagline is simple and well understood even when written in a regional language. A picture seductive girl and a phone number next to. Axe continues with its promise of being the hope for needy ;). Take a look at what I found on youtube ;)

More international players are entering this market, will they do something interesting to capture the male attention? Or will it also go down the- get female attention - route?