We placed billboards in different parts of the city recommending guys to stay there to get two different kinds of women. These billboards were situated on corners or subway stations and proposed guys to mix girls from real places nearby.With this execution we gave a realistic flavor to the campaign and guys felt that mixing women could be a real and exciting thing to do.

With a creative compelling message and less than 5% of media investment, we have got around 2 million people who saw the ads. This helped us to get 2% incremental share, 10% turnover and 35% increase in consumption per application by reducing Axe’s packlife.