In this campaign (which ran May–August 2018), male personal care brand Axe's goal was to communicate with real shoppers for male deodorants to cover not just current product users but those consumers ...

After a Twitter spat, Habib clarified and apologised to his clientele. In early 2010s, a bunch of deodorant ads by Axe, Cool talc and Set Wet Zatak were deemed ‘obscene’ by industry watchdog ASCI.

Unlike Axe body sprays, which are a fusion of ... Now, Klingman said, when she sees big brands’ ads for whole-body deodorants ...