Park Avenue is all set to revamp its soap brand for men by launching the brand in a new size and various fragrances. The move is an effort to strengthen the market share. Dentsu Marcom has conceptualized the TVC for the brand which highlights how a bath can be a complete male experience. The TVC through its punch line “It’s a man thing” also communicates the same.

Adrian Mendonza, National Creative Director, Dentsu Marcom, said, “Given the brief, the creative route taken to showcase the product was to highlight the masculinity of the bathing experience. That single-mindedly was the objective of the launch film – to show how a bath can be a completely male experience. This singular aspect led the execution of the film. The film projects great force, pace and intensity and all elements used – be it the water, lighting or music go to build this.”

Mendonza further added, “The objective of the campaign was to showcase the relaunch of the new, all male Park Avenue Soap in a new size and fragrances. The brief from the client was to generate excitement and buzz around the relaunch of the new Park Avenue Soap targeted at men, to achieve high level of market share in the men’s soap category.”

The TVC was released on November 22 and can be seen on various entertainment and news channels.