For those who thought traditional advertising is the only way forward, Axe and MTV has shown a masterclass execution.

For a few weeks, people were intrigued by this “Silky Kumar” character. Here is this whacky looking singer, who is a self-proclaimed superstar, appearing in MTV singing catchy tunes and giving interviews. Media was a-buzz with intrigue, who is this Silky Kumar?

As it turned out, Silky Kumar is a fictitous singer / character created by Hindustan lever and Mtv, to create hype around their brand Axe. As we all so fondly know, Axe is all about turning the heads and hearts of the opposite sex. That is what their brand promise has been consistently for some time now. This great campaign just took that concept to a next level by creating a fictitious character and song, based on the same concept – creating appeal to the fairer sex.

For all those who want to study the effect of “branded content” and how its done – check out the music video of Silky Kumar called “Scent of desire” in Youtube.