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Axe Scores Cricket Game Integration To Woo Young Indian Men
Popular deodorant brand Axe has secured an in-game integration with mobile game World Cricket Championship 3 (WCC 3).
The deal—the first ever for WCC 3—was brokered by GroupM ESP and is part of Axe’s campaign to win the hearts of young males across India.
The collaboration is timed to capitalise on the resumption of IPL 2021 and the upcoming ICC World T20, where cricket fever will be at its peak across the nation.
Shailendra Singh, General Manager, Deodorants, HUL, said, “The first love for most young guys in India is cricket. The integration of Axe with WCC 3 brings together this first love with another major passion point — gaming. It is a great platform to bring alive Axe’s Dual Action proposition with which it relaunched earlier this year. We are excited to get young consumers to level up their game – digitally while gaming and in IRL with Axe can.”
Globally, Unilever men’s grooming brand has backed the popular North American esports property ELeague as well as the 2019 League of Legends World Championship. Axe’s latest play in India, also allows it to diversify beyond backing television shows and movie premieres. In recent years, men’s grooming brands, including P&G’s Gillette, have been increasingly tapping into esports sponsorships across Asia, as a way to connect with young male audiences.
