Top Story


Home >> Marketing >> Article

Silky Kumar takes the Brand Axe story forward

Font Size   16
Silky Kumar takes the Brand Axe story forward

The all new Axe relaunch is riding on an innovative marketing campaign involving Silky Kumar, a fictional character chosen as a representative of all the classic male shortcomings that might stop him from getting a woman. Silky Kumar’s phenomenal rise from a nobody to every woman’s fantasy man as a result of him stealing the ‘New Axe Formula’ has helped reinforce the brand promise of delivering great effects – The Axe Effect.

Anil Chopra, VP, Home & Personal Care, said, “Silky Kumar is a shining example of the use of iconography in communication. Icons have been a part of brand communication for a long time now. Silky Kumar turned out to be such a huge success solely because of the innovative approach presented to the concept. Using this exciting and engaging concept has immensely helped in our Axe brand relaunch. Although innovative, the concept reinforces Axe’s brand attributes that it provides guys an edge in the mating game.”

This new formulation has been developed over three years and has a new base with higher efficacy and happens to be the best deo active ever tested. Available in arousing variants – viz. Vice, Touch, Click, Pulse, Unlimited, Dimension and Denim – the new fragrances are much livelier, yet still instantly recognisable as the original variants.

The campaign idea was conceived at BBH Asia Pacific by Jacob Wright and the creative team of Tinus Strydom and Ian Perkins. It was further developed in association with Tarek Abbar from MTV, and the final work was produced by Cyrus Oshidar at MTV India. Todd Waldron is the Creative Director, while the Account Director is Jeremy Bek.

Jacob Wright, Engagement Planning Director, BBH, and the creator of Silky Kumar is quite pleased with the results. “Silky Kumar is a made-up Bollywood star created to communicate the launch of New Axe. The idea was that this star had no talent whatsoever and was only popular with women because he had stolen the new Axe formula. The campaign is so successful that the actor playing Silky has been asked by several brands to endorse their products as they thought he was actually a star. In addition, he got mobbed at railway stations and had to be careful about going out in public!” Wright added.

With new fragrances, the look of the Axe can has also undergone a major makeover, with the new look being more serious and dictating primal masculinity. With stunning new graphics and a bolder Axe logo, the New Axe is sure to attract many more eyeballs than before.


Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Software and Technology, Consulting, Healthcare seem to be increasingly using Webinars to engage with their clients and employees

Latestly focuses on all latest and breaking events across the globe, providing information on trend related stories across genres

As part of this re-imagined approach Star India will broadcast live matches in six different languages with an aim to target 700 million viewers across TV and Digital.

Rahul Johri, CEO, Board of Control for Cricket in India (BCCI), spoke about the upcoming season of IPL and with Star India’s re-imagine approach, he made assured that this year will be a kickass seas...