Jamshedpur: Do you find certain perfume ads overtly sexist or provocative? Now it's your turn to break the mould and design an appealing ad for one of the established perfume brands, Axe.
The Marketing Association of XLRI, popularly known as MAXI, has joined hands with Hindustan Unilever (HUL) to conceptualise an advertising campaign Breaking Ad inviting college students from across the country to come up with catchy advertisements on the new pocket-sized perfume pack Axe Ticket.
The theme of the ad campaign is 'ticket to fame'.
"Maxi has joined hands with HUL to give a platform to students to express their creativity and at the same time change the concept of advertisements," said Anuvab Banerjee, an executive member of Maxi, adding the winner would get a cash prize of Rs 75,000.
The event is divided in two rounds. In the first round each team, with a maximum of three members, will have to design a print ad on Axe Ticket that must be suitable for an advertising space in a common daily. It must also contain a brief description of how the team plans on promoting their ad on Facebook.
In the second round a video advertisement (maximum of 4 minutes) will have to be shot along with a storyboard of the ad content and a PowerPoint presentation detailing the steps of the promotional strategy.
All submissions will have to made on maxi@xlri.ac.in. While the last date of submission of print ads is Sunday noon, the video ad needs to be submitted latest by March 22.
"In both the rounds, the ad must convey AXE Ticket's proposition of forming a connection with a woman and must stand apart from its other ads in the 'The Axe Effect' campaign. Entries containing any sexual innuendos, profanity and the likes will be disqualified. The ads will also be judged on the basis of creativity, content and social media reach," added Banerjee.
All entries will be screened by a panel of HUL managers and then those that clear the screening will further be uploaded on MAXI's Facebook page. The ad that gets the highest number of likes and is truly appealing will be adjudged the winner.
"Corporates generally pay agencies to create an ad and in this case they can choose from a large number of entries with minimal cost involved. Maxi will also try and increase the number of tie-ups in a year for such campaigns," said Banerjee.
