Indonesian women dig Axe too

Singapore - Axe has launched a BBH Asia Pacific-created campaign for New and Improved Axe in Indonesia which plays up the brand's global positioning of giving men the edge in the mating game.

Titled "Call Me", the campaign comprises of four television commercials and two print advertisements, and revolves around what the agency says is insight that in Indonesia mobile phones play a fundamental role in courting.

The basic premise of the creative is attractive females will eagerly volunteer their mobile numbers once they get a whiff of New and Improved Axe. Among the cast members, the commercials feature Miss Indonesia Universe 2007 representative Agni Pratistha and famous Indonesian soap actress Asmirandah Zantman.

"We are thrilled that BBH has come up with a campaign that hits the right spot with young men all over Indonesia. We are confident these quirky ads will cause a stir and create excitement about the New and Improved Axe," Marit Kievit, Regional Brand  Director of Axe Asia Pacific, said.