Proposed Launch for Axe for Women In India-The Anarchy Route

Communication Strategy for launch of Axe for women in India 

By: Dhruv Malik, Indian Institute of Mass Communication

(Advertising & Public Relations)

The market for female deodorants was understood and so was the brand in total, the communication including television commercials, radio, print and OOH were suggested according to the designed positioning of axe for women. A brand audit was conducted across all target segments to understand what the consumer expected from axe for women.Primary Research was the key here.

The brand identity prism for axe for women:

Axe for Her Brand Prism

For Axe for women the anarchy route was taken to put the women at equilibrium with the men.

RESONANCE – Axe for women is the trusted all day wear product that puts you at par with the men 

The launch idea was the Anarchy Pool party targeted at the progressive woman, these women needed to upload a video saying “Why should we select you?”.

The selected women for the pool party are allowed to bring their alter ego along with them at the launch. 

The deliverables used were posters, OOH banners , Press advertisements and social media #anarchyishere, a 360 degree approach was made consisting of word of mouth , press, television , digital, events and public relations. Brand films were made for the same and showcased.