Debrief: Axe Blast: The chick scorecard

18 Jun,2013

By Anil Thakraney


Axe continues with the same old, tried and tested route: Use our deo, and chicks will chase you to the end of the world. This time they’ve roped in Ranbir Kapoor to do the honours. Even an otherwise confident brand like Axe has fallen for the Indian celebrity circus. However, the cool thing they have done in the commercial is that Ranbir gets beaten by a non-celeb.


My feminists pals aren’t going to like this TVC at all (just they loathe all the male deo ads), because the chicks our guys ‘score’ are now being metered. A clicker device is used by the star each time he gets ‘favourable’ female attention, which is plenty of times. Just as our young Casanova is feeling all chuffed, another man shows him his own clicker, which has a much higher score. Well, Ranbir needs to work harder, which means start using Axe Blast.


Not bad. For one, the celeb isn’t the brand user in this case (though subliminally he is), which is refreshing to see in desi advertising. Two, the chick meter is an idea that young chaps will like. Guys do boast about the women they have scored with (the figure is almost always vastly exaggerated), and the device helps put that (fake) number on record, so to speak. Axe can build on this simple little tool in the future.


In short, this ad works. That it will leave feminists pissed off won’t worry Axe too much. This brand isn’t for them, it’s meant for chronic skirt chasers like young Ranbir.


Rating: (On a scale of 1-5): 2.5. Same old stuff, but refreshing use of celeb


Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney


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