By A Correspondent

J K Helene Curtis Ltd has launched an advertising campaign for its Park Avenue Beer Shampoo Adding a twist of beer into the modern man’s life, the campaign focuses on the need of personalized hair care for men, notes a communiqué.

Created by Publicis South Asia, the communication reveals that men’s hair is different from that of women, and needs specialized care to keep it shiny and bouncy.

Said Anil Kulkarni, Director, J K Helene Curtis Limited: , said, “In our research, we 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.”

Commenting on the concept, Bobby Pawar, Director, Chief Creative Officer, Publicis South Asia, says “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’.”

Credits:

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