The broadcast environment is conservative in India. Sexual-related content is generally not openly discussed in public. Online media provides a more open environment, with a level of ambiguity for people to search and discuss about controversial topics.

Young guys don’t like to get nagged at, or to be told what to do. They want information, and they want it instantly. Our creative solution was to talk to boys through Google when they are searching for answers and to give them solutions in a tongue-in-cheek, entertaining way.

The campaign was well received by the target audience and generated significant talkability on Axe’s social media channels.