MINDI – Axe’s ‘Multi-Interface New Dimensional Intelligence’, is a downloadable application that lives on the desktop of a guys machine. She is an online axe angel that flirts, tells jokes, helps kill time by being sexy and giving tips to help connect with women. MINDI extends the brand offline and is kept relevant through rss feeds and video updates. For a demographic that is wired to technology, it allows them to keep in touch with the Axe lifestyle; delivering news about brand events, promotions and news online while connecting in an in your face manner- on their desktop.