AD Agencies
J.K. Helene Curtis launches TVC to promote Park Avenue Beer Shampoo
MUMBAI: J.K. Helene Curtis, India’s leading male grooming company, cheers Man Hair with the first-of-its-kind Park Avenue Beer Shampoo’s new advertising campaign. Adding a twist of beer into the modern man’s life, this new campaign focuses on the need of personalised hair care for men.
In the new TVC developed by Publicis South Asia, the communication reveals that men’s hair is different from that of women, and needs specialised care to keep it shiny and bouncy. The campaign tagline, “Cheers to man hair”, is an extension of celebrating manhood by offering its target audience a personalised hair care solution in the Beer Shampoo.
J.K. Helene Curtis director Anil Kulkarni said, “J.K. Helen Curtis with its Park Avenue Beer Shampoo has created a path-breaking category in the hair care segment by launching the first-ever shampoo for men in India. This is primarily because of the main ingredient – Beer – which is associated with fun, and offers a shiny, smooth and bouncy feel to the hair. We, in our research, have found that men do not invest in personal hair care products and instead use female shampoos. With Park Avenue Beer Shampoo, we wanted to give the man a shampoo created specifically to meet his hair care needs and it’s time to revel in the glory of making men conscious about personal grooming.”
Commenting on the concept, Publicis south Asia director and chief creative officer Bobby Pawar says “For years we’ve sold the feminine idea of hair care. Our idea was to create a male counter-point to that, one that puts a beery twist onto typical hair-care communication. We tried to capture the same as an outcry ‘Cheers to man hair’. All the elements of the campaign are a celebration of that thought. The TV is centered on a man who is ridiculously manly, making a ‘well-reasoned’ case for all men to shampoo like a man. The print ads do more of the same, but in a more functional manner, while the digital creates engagement around the idea.”
The TVC is conceptualised by Publicis south Asia under Bobby Pawar and Zarwan Divecha. The director of the ad is Kay Kienzler, the production house is Fleet Entertainment and produced by Jignesh Maru.
The ad will be aired across key markets starting from first week September for a period of six weeks. The communication will be extended through print, digital and BTL activities such as high visibility and innovative POS and gratification programs amongst other marketing initiatives.
AD Agencies
AdTrust Summit 2026 to examine trust, AI and Gen Alpha in advertising
Two-day summit in Mumbai to explore ethics, regulation and the future of advertising trust
MUMBAI:Â At a time when advertising is navigating a delicate trust deficit, the Advertising Standards Council of India is preparing to bring the industry to the table. On 17 and 18 March, the body will host the inaugural AdTrust Summit 2026 in Mumbai, a two-day gathering designed to spark conversation around responsibility, regulation and credibility in modern advertising.
The summit, to be held at the Jio World Convention Centre in Bandra Kurla Complex, will bring together leaders from advertising, media, technology and policy to examine how brands can build trust in a marketplace increasingly shaped by algorithms, influencers and artificial intelligence.
In an age of deepfakes, dark patterns and blurred lines between content and commerce, the question is no longer just how brands capture attention, but whether audiences believe what they see. The AdTrust Summit aims to unpack that challenge.
Day one will turn its attention to the youngest digital natives. Titled Decoding Gen Alpha, the session will unveil ‘What the Sigma?’, a study by ASCI and Futurebrands Consulting that explores how children growing up in a hyper-digital environment encounter advertising and commercial messaging.
The report presentation will be delivered by Santosh Desai, founder and director at Think9 Consumer Technologies and a social commentator known for his insights into consumer behaviour. The discussion that follows will attempt to decode how Gen Alpha consumes media, interacts with brands and navigates the growing overlap between entertainment and marketing.
In a move that mirrors the subject itself, two Gen Alpha students will also join the conversation, offering a rare perspective from the generation advertisers are trying to understand.
The second panel of the day will shift the focus from observation to implication, asking what the report’s findings mean for brands, agencies and society. Speakers include Karthik Srinivasan, communications strategy consultant; Preeti Vyas, president at Mythik; and Abigail Dias, associate president planning at Ogilvy. The session will be moderated by Sonali Krishna, editor at ET Brand Equity.
Day two moves from insight to regulation. Under the theme From Compliance to Trust, ASCI will release its Ad Law Compendium, a comprehensive guide to India’s advertising regulations.
The day will open with a keynote by Sudhanshu Vats, chairman at ASCI and managing director at Pidilite Industries, followed by a chief guest address by Sanjay Jaju, secretary at the Ministry of Information and Broadcasting.
Legal experts from Khaitan & Co., including Haigreve Khaitan, senior partner, and Tanu Banerjee, partner, will present an overview of the current advertising law landscape in India and examine whether existing frameworks are equipped to deal with emerging technologies and formats.
Subsequent panels will explore issues increasingly shaping the industry’s ethical compass. Conversations will range from the limits of persuasive design and the rise of dark patterns, to the growing scrutiny brands face from digital creators and consumer watchdogs.
One session will also feature Revant Himatsingka, widely known online as the Food Pharmer, whose critiques of packaged food brands have sparked debate around transparency and corporate accountability.
Later discussions will turn toward media literacy among Gen Alpha, asking how children can be equipped to navigate a digital world where gaming, content and commerce are becoming indistinguishable.
The summit will conclude with a final panel on the future of advertising, bringing together voices from agencies, legal circles and technology platforms to discuss how innovation, intelligence and integrity can coexist.
For an industry built on persuasion, trust has always been its quiet currency. But as audiences grow more sceptical and digital ecosystems more complex, that currency is under pressure.
Events like the AdTrust Summit suggest the advertising world knows it cannot afford to take credibility for granted. The real challenge now is turning conversation into commitment.
