The potential of leveraging sexual innuendos to sell a deospray was first discovered by Axe. And, one must say they have done extremely well over the years taking ‘pun’ to a whole new level. While being cheeky with their creatives, Axe has managed to keep the detractors at bay;simply because the accepting audience outnumbers the former several times to one. The ubiquitous ‘Axe Effect’ commercial now gets bolder and evidently, more captivating. Justice can be done only if we leave the translation to the readers. And we believe, there’s only one direction its TRP can go - up!

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