The document outlines Axe's integrated marketing communications campaign in India. It discusses the target audience of males aged 16-25 and communication objectives of introducing Axe body spray and leveraging nightlife promotions. The key messages focus on the "Axe effect" of getting more attention from women. Axe uses humor and fear of social acceptance to communicate its messages across various integrated marketing channels including advertising, interactive marketing, events, publicity, and word-of-mouth marketing to engage its target audience.

1. AXE SOAP IMC CAMPAIGN
1. Target audience:- Axe markets itself as the naughtiest brand in the Indian market
Axe has positioned itself as a male brand having brand value like cool, fashionableand
stylish and targets mostly youngsters ranging between 18-24 years old.. The brand is
targeted at male aged 16-25. All its campaigns revolve round this central theme of
Seduction where Girl makes the first move. This has a lot of subliminal implications.
The brand assumes that Men like to be seduced. That feeling of being seduced gives a
big boost of self confidence to a man. Although many brands take this proposition,
Axe just made it perfect.
2. Communication objectives-
Introduce AXE Body Spray to trend-setting 18-24 year old males in select markets.
Leverage Nightlife and Promotions in a cool, sexy, fun way to showcase brand
identity.
To help men in attracting the fairer sex better than ever.
3. Designing of communication-
Key Message- The Axe effect- Get you more than before. The advertisements used
by AXE involves simple messages which is easy to understand
Humour: Its the highly affective method of communication as it takes the little time
to take the message across easily .
Fear: the fear that of social acceptance, because of body odor.
4. IMC RECOMMENDED MIX FOR AXE AXE used the following five
communication tools for its promotion:
(1) Advertising
Advertising can be explained as a paid form of non-personal presentation and
promotion of goods. This is the tool primarily used by AXE as a mode of

2. communication. In all its TV commercials, print ads and billboards, AXE has tried to
attract people with its humour.
(2) Interactive Marketing
Interactive marketing includes various activities and programmes designed to engage
customers and directly or indirectly raise awareness. The company has a dedicated
website known as http://theaxeeffect.com for promotion of existing AXE product line
as well as introduction of the new products. Advertisements of AXE are visible all
over the web in relevant web sites and the existing and prospective consumers can
also communicate with the company in an informal manner through their official
communities in various social networking sites like Facebook and Orkut.
AXE also introduced various campaigns like “Call Me”, “AXELand”, “AXEfeather”
for an increased customer engagement.
(3) Events and Experiences
Company sponsored activities and programs designed to create daily or special brand
related interaction come under this category. AXE organizes upbeat events for its new
product launches and it follows this strategy worldwide. Last year AXE successfully
launched five variants of New AXE Score, Dimension, Pulse, Touch, and Vice,
featured by an intriguing attraction wrapped up in a creative settings at Bunderan HI,
Jakarta.
New AXE launch at Bunderan

3. Apart from its own product launches, Axe has sponsored a wide range of other events
like youth festivals, music shows where it can have an opportunity to interact with its
target audience as well as collect data for its market surveys.
AXE has targeted its products for males aged 16 to 25, hence it has always projected
its ads as if fulfilling some wild experiences which its target audience demand and
thus gaining their attention.
(4) Publicity
“Getting the girl has never been easier, thanks to the AXE effect”. AXE has always
promoted this idea and is evident in all of its advertisements and publicity stunts. Axe
has the right storytelling element and the video reinforces the brand's provocative and
contrarian personality, without constraints from TV and radio censors. AXE new
products are always awaited among its supporters and the company has always used
tactful strategies for successful launches. Press releases by the company have always
enjoyed a huge audience base and rarely disappointed them on technicalities. It has
always projected its products as cool, fashionable and stylish, these being the
attributes customers want from a product like deodorants.
(5) Word of Mouth Marketing
A good product also requires a good promotion strategy. AXE ad campaigns have
always been the talk of the town. The humor in the ads travels from person to person
and thus creating a positive vibe throughout its existing and prospective customers.
Through its ads AXE has always tried to capitalize on the hidden fantasies people
have and bringing them up as a subject of discussion.