AXE Campaign – Silky Kumar, Scent of Desire

Have you heard of Silky Kumar?
If not, then switch to MTV and Silky’s song – Scent of Desire is being played almost every 20 mins!

So what? It’s just another wannabe pop star singing some thrash?
Well that’s what Hindustan Lever would want you to believe for some time before they unveil the ‘Scent of Desire’ to be AXE Deo Spray!

The campaign is using Social Media Marketing pretty well and Silky makes his presence felt on YouTube, Facebook, Orkut and MySpace…

Here’s a look at his single – Scent of Desire…

But where does Axe come in? There’s hardly a mention of Axe anywhere?!
Well this is similar to what HLL did with Lux Friday Night Fever.

They launched a song on MTV and made you think it was a real song – only to merge the campaign later on and release 4 new body washes under the Friday Night Fever theme.

HLL claimed that its association with MTV as its creative partner had helped popularize the video as MTV is a preferred youth destination.

Have a look at the video here.

Be sure to read the comments section. They ooze the word ‘fake’ in each and every word. Almost similar is the case for the Silky Kumar video, with girls drooling all over him.

Well the agency behind the Silky Kumar campaign wants to keep it under wraps and here is how even we got the info:

Silky Kumar – Whooda (How one figured out that it was Axe behind Silky Kumar)

Silky Kumar – Agency Threat (The agency behind the campaign threatened the blogger and asked him not reveal anything…)

Related Posts:

India Advertising 2.0 – Hindustan Lever

Social Media Optimization and a career in the Search industry…

5 Rules of Reverse Blog Marketing (RBM)

Crazy Social Media Marketing – ‘Mentos Intern’ and some new Viral Campaigns


5 Responses to “AXE Campaign – Silky Kumar, Scent of Desire”

  1. October 17, 2007 at 12:39 am #

    And here I didn’t think my opinion of Axe could fall any lower.

  2. December 12, 2007 at 9:01 am #

    so that’s why it’s being played incessantly on MTV (and even on our radio) … hmm interesting how this will all turn out…

  3. low
    January 10, 2008 at 1:00 pm #

    what do you think of the AXE campaign done Hindustan Lever?

    In my opinion using silky kumar as the celebrity endorser was not as impactful for their campaign. what do you guys think?

  4. chuchaa
    January 27, 2008 at 4:17 pm #

    what happened to axe????? my goodness!!! why did you choose silky kumar as your endorser? in my humble opinion, it is widely known that indians have certain exotic smell—-(like their arm pit..hahahaha).. on the contrary, maybe, that’s why you chose him to be your endorser so he would smell good.. hahaha.. lalala, just kidding, peace^^ i just don’t like his video.. “scent of desire” it’s too corny..

  5. Chitra
    March 14, 2008 at 11:17 pm #

    Its obviously a parody of some sort. He just cannot be real. Either way, he’s awesome! *hyper pelvic thrusts*

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