Park Avenue Digital BEER SHAMPOO by Publicis Ambience Mumbai

BEER SHAMPOO
The Digital Advert titled BEER SHAMPOO was done by Publicis Ambience Mumbai advertising agency for subbrand: Park Avenue (brand: Park Avenue) in India. It was released in Apr 2013.
Advertising campaign for Park Avenue

Park Avenue: BEER SHAMPOO

Brand
Park Avenue  (Park Avenue)
Media
Digital
Released
April 2013
Posted
April 2013
Market
India
Industry
Cosmetics & beauty products, Shampoos
Agency
Publicis Ambience Mumbai
Art Director
Santosh Sonawane
Art Director
Girish Wadisherla
Art Director
Sowmya Balakrishnan
Art Director
Dipti Rode

Credits & Description:

Advertiser: J K HELENE CURTIS
Agency: PUBLICIS COMMUNICATIONS
Category: Viral Marketing
Advertising campaign: BEER SHAMPOO
Art Director: Girish Wadisherla (Publicis Communications )
Account Manager: Dharal Goshalia (Publicis Communications )
Account Manager: Yesha Shah (Publicis Communications)
Art Director: Santosh Sonawane (Publicis Communications )
National Creative Director: Ashish Khazanchi (Publicis Communications )
Art Director: Dipti Rode (Publicis Communications)
Art Director: Sowmya Balakrishnan (Publicis Communications )

Brief Explanation
Objective:To launch Park Avenue’s Shampoo with ‘Beer’.Idea:To reach out to our TG (the youngsters) we leveraged Mumbai’s then nightlife situation which was wiped out by the moral police. We created an Integrated Online Campaign - ‘how can your hair have fun when you can’t?’. It comprised of viral videos showcasing a character who symbolized an infamous cop. They depicted the then situation of youngsters in a rather quirky and funny way.Results:52,000 bottles were sold in the first month itself. Online fans increased from 1.5 lacs to 7.5 lacs. Dealership enquiries soared by 38%.