MUMBAI: J.K. Helene Curtis, India's leading male grooming company, cheers Man Hair with the first-of-its-kind Park Avenue Beer Shampoo's new advertising campaign. Adding a twist of beer into the modern man's life, this new campaign focuses on the need of personalised hair care for men.

In the new TVC developed by Publicis South Asia, the communication reveals that men's hair is different from that of women, and needs specialised care to keep it shiny and bouncy. The campaign tagline, "Cheers to man hair", is an extension of celebrating manhood by offering its target audience a personalised hair care solution in the Beer Shampoo.

J.K. Helene Curtis director Anil Kulkarni said, "J.K. Helen Curtis with its Park Avenue Beer Shampoo has created a path-breaking category in the hair care segment by launching the first-ever shampoo for men in India. This is primarily because of the main ingredient - Beer - which is associated with fun, and offers a shiny, smooth and bouncy feel to the hair. We, in our research, have found that men do not invest in personal hair care products and instead use female shampoos. With Park Avenue Beer Shampoo, we wanted to give the man a shampoo created specifically to meet his hair care needs and it's time to revel in the glory of making men conscious about personal grooming."

Commenting on the concept, Publicis south Asia director and chief creative officer Bobby Pawar says "For years we've sold the feminine idea of hair care. Our idea was to create a male counter-point to that, one that puts a beery twist onto typical hair-care communication. We tried to capture the same as an outcry 'Cheers to man hair'. All the elements of the campaign are a celebration of that thought. The TV is centered on a man who is ridiculously manly, making a 'well-reasoned' case for all men to shampoo like a man. The print ads do more of the same, but in a more functional manner, while the digital creates engagement around the idea."

The TVC is conceptualised by Publicis south Asia under Bobby Pawar and Zarwan Divecha. The director of the ad is Kay Kienzler, the production house is Fleet Entertainment and produced by Jignesh Maru.

The ad will be aired across key markets starting from first week September for a period of six weeks. The communication will be extended through print, digital and BTL activities such as high visibility and innovative POS and gratification programs amongst other marketing initiatives.