Park Avenue, India’s leading men’s grooming brand from Raymond Consumer Care, has unveiled a new advertising campaign that delves deeper in the multifaceted personality of today’s contemporary man. The campaign ‘Doctor – Dancer’ embraces different expressions of their masculinity and endorses the thought that there is more to an individual than what meets the eye.
The energetic 35 second TVC captures follows a day in the life of a contemporary man while he effortlessly transitions between work and passion. Conceptualized and executed along with Wunderman Thompson, the ad challenges the age old notion of a man’s personality being confined within a singular idea of virility, and aims to celebrate modern men who are boldly accepting of their authentic selves.
The story follows the protagonist as he wears the refreshing Park Avenue fragrance before confidently heading towards a dance studio. He starts dancing and his confident moves enchant everyone in the room. As his stunning performance picks pace, his ID card drops revealing him to be a doctor by profession, showcasing his confident acceptance of the multitudes within his masculinity.
Speaking about the campaign Pooja Sehgal, Chief Marketing Officer, Raymond Consumer Care, said, “Consumers preferences for fragrances have evolved from being simply a practical choice to becoming a discerning lifestyle choice. At Park Avenue, we cater to the evolving choices, of the modern man while they explore and expand the horizons of their personality. Our latest campaign is an endeavor to showcase theopenness and acceptance of one’s authentic self.”
A high decibel 360 degree marketing campaign including digital, television, in-store visual merchandising, outdoor, and multi-city activations is being executed for the targeted campaign forthe exciting range of Park Avenue deodorants.