Axe models were the Axe Angels online who dished out apt content on facebook daily to keep the Axe man hooked and coming back asking for more.A collaboration with MTV Grind – India’s hottest dance show – was translated into an app on the facebook club which allowed users to get their names tattooed on the hot bodies of MTV anchors and models. An ultimate male fantasy come true.India’s premier and much ogled at swimsuit calendar, the Kingfisher Calendar was our other big coup. As the Calendar launched its mega model hunt, Axe users became the judges. They commented, voted and interacted with the models on facebook on the Club. An experience no money, no other brand could replicate for them, a once in a lifetime opportunity to treasure, to flaunt, to fantasize. And did our Axe Men love it!! You bet!

Apt content and engaging applications, opportunities unique, opportunities money can’t buy… and we had the Axe man floored: - 584 million social impressions- 800,000 + comments- 2.7 million photo views- 79,000 + video views- 1.6 million fans addedAxe saw 300% hike in sales