Axe is one of the rare brands that have embraced new media to the maximum extent. The brandhas started its Internet based marketing initiative in India with Axe Land which involved avirtual trip to the Axe world. Also to promote its chocolate variant, it declared November as themonth of chocolate. Yahoo web page was used extensively to promote this campaign.Axe success in India is primarily based on its captivating communications strategy. It uses awide range of media to engage with the consumers. Its success is very much evident from thefact that it is gaining acceptance in non-urban areas as well.
AXE used the following five communication tools for its promotion:
Advertising can be explained as a paid form of non-personal presentation and promotionof goods. This is the tool primarily used by AXE as a mode of communication. In all itsTV commercials, print ads and billboards, AXE has tried to attract people with itshumour as shown in the ad below.