Park Avenue's new TVC pays tribute to men's hair

J.K. Helene Curtis Ltd. recently released a commercial for Park Avenue's beer shampoo. Adding a twist into the modern man's life, this new campaign focuses on the need of personalised hair care for men.

In the new TVC developed by Publicis South Asia, the communication reveals that men's hair is different from women, and needs specialised care to keep it shiny and bouncy. The campaign tagline, "Cheers to man hair", is an extension of celebrating manhood by offering its target audience a personalised hair care solution- the beer shampoo.

The film is a montage of shots of a man talking to the camera, while doing manly things. The ad opens with a man about to chop a log of wood and when he whacks it with his axe, a sculpture of a woman is revealed. He tosses his semi-long hair in triumph and speaks to the camera about a man's hair being different than that of a woman. It cuts to various shots in which he is seen driving an exotic vintage car, fighting a bear, and with two women shampooing his hair. Throughout the ad, the man emphasizes the need to wash hair using a shampoo with an ingredient men can identify with, and explains the benefits of beer to men's hair.

Anil Kulkarni, Director, J.K. Helene Curtis Limited, said, "J.K. Helen Curtis Ltd., with its Park Avenue beer shampoo, has created a path-breaking category in the hair care segment by launching the first-ever shampoo for men in India. This is primarily because of the main ingredient - Beer - which is associated with fun, and offers a shiny, smooth and bouncy feel to the hair. We, in our research, have found that men do not invest in personal hair care products and instead use female shampoos. With Park Avenue beer shampoo, we wanted to give the man a shampoo created specifically to meet his hair care needs and it's time to revel in the glory of making men conscious about personal grooming."

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Bobby Pawar, Director, Chief Creative Officer, Publicis South Asia, said, "For years we've sold the feminine idea of hair care. Our idea was to create a male counter-point to that, one that puts a beery twist onto typical hair-care communication. We tried to capture the same as an outcry 'Cheers to man hair'. All the elements of the campaign are a celebration of that thought. The TVC is centered on a man who is ridiculously manly, making a 'well-reasoned' case for all men to shampoo like a man. The print ads do more of the same, but in a more functional manner, while the digital creates engagement around the idea."

The ad will be aired across key markets starting from the 1^st week of September, for a period of 6 weeks. The communication will be extended through print, digital and BTL activities amongst other marketing initiatives.

Credits:

JK Helene Curtis, Park Avenue Beer Shampoo Marketing Team

Creative Agency:Publicis South Asia

Creative team: Bobby Pawar, Zarwan Divecha

Account Management team: Chandan Jha, Dharal Goshalia

Production House: Fleet Entertainment, Director: Kay Kienzler, Producer: Jignesh Maru