Axe 'Click' by BBH Singapore

Axe's new commercial starring leading Bollywood actor Ranbir Kapoor reinforces the brand's "Irresistible" proposition and key message. Creative Agency, BBH Singapore, Production Company, Bang Bang Films and Directors, Nic & Sune came together to create this commercial. Axe commercials are among the most searched/watched commercials; not only are they visually stunning but they manage to combine glamour and humour and get the message across effectively. 

 
Ara Hampartsoumian from BBH Singapore, Axe's creative agency remarks- "It's never an easy task when an advertising agency is asked to not only replicate but actually improve on what was previously a globally successful ad, but the four key elements of Client, Agency, Production and Celebrity all aligned on this one and we delivered. BBH had a wonderful experience shooting another great spot for Unilever's Axe brand in Bombay. Our star Ranbir Kapoor was truly a pleasure to work with and Bang Bang Films helped hold it all together. Really fun, wouldn't have changed a thing."

 

 

Incidentally, Nic & Sune and Bang Bang have worked with Ranbir together a couple of years ago in Pepsi's "Youngistaan ka Wow", commercial, shot in Los Angeles. 
 

Roopak Saluja, Founder & Managing Director, Bang Bang Films: "Having delivered a super-hit Ranbir spot with Nic & Sune in the past, they were an obvious choice for Axe.  Not too long ago, Axe was a brand using global creative on Indian TV.  To have the opportunity to produce an Indian spot with the same aspirational production values is a real pleasure for us at Bang Bang."
 

Sune Maroni comments on what it was like to shoot a commercial for Axe, an iconic brand- "Being asked to shoot an Axe commercial is an honour for any commercials director. Their spots offer cheeky humour combined with sophisticated visuals and have managed to capture a space in the collective consciousness of young people all across the world. We’ve been lucky enough to shoot with Ranbir Kapoor before, and it is always a pleasure to work with such talent, but for this film we had more time to have fun. The script allowed for some improvisation on his part and he never fell short when challenged to add the RK-touch. We don't think it was too difficult for Ranbir to imagine himself in a situation where he is being flirted with by a great number of drop-dead-gorgeous women. His life is pretty much like that of Vince in the celebrated TV-series "Entourage". Maybe that could be his next project, an adaption of "Entourage" for India. We would love to direct that."
 

Credits

Title: Axe Click
Agency: BBH (Singapore)
Executive Creative Director: Scott McClelland
Creative Director & Copywriter: Peter Callaghan
Client Servicing: Ara Hampartsoumian
Agency Producer: Georgina Kent
Production Company: Bang Bang Films 
Director: Nic & Sune
DOP: Simon Hawken
Produced by: Roopak Saluja, Mindy Tulsi & Heather Gupta
Group Head of Production: Cyrus Mendes
Associate Producer: Shruti Pulicheri
Assistant Directors: Pierre Timmins, Subhadra Mahajan & Prabodh Bhajni
Production Manager: Sunny Shah
Assistant Production Manager: Jatin Shah
Production Assistant: Jiten Arora
Director's Assistant: Nimesh Chaturvedi 
Post Production Team: Abdeali Pedhiwala & Parag Darekar
Editor: Tushar Shivan
Art Director: Ajay Chodanker
Wardrobe: Varsha Chandanani & Shilpa Makhija
Make up: Rohini Foregard
Casting: Archana Shah & Irfan Arabi