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…)