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The new campaign, launched in early March with two international TVCs ('Mist' and 'Ketchup'), showed girls swooning over Axe men and giving them their telephone numbers.

Both films end with the girls giving the boys the number 09987333333.

The activity was done in 24 stores in where approximately 1300 Polaroid's and 500 visiting cards were placed per store.

In April, the team actively pushed the call-in number 009987333333 through print and outdoor ads.

Even before the campaign broke, there were teaser print ads that ran talking about the 'Numberitis' disease, based on reports were released by Axe Research Labs.

The lab conducted a study of 750 girls across six cities in India about phone conversations.

Priya Nair, GM, oral care & deodorants, HUL, says, "The response has been phenomenal, with over 30 lakh calls being received and over seven lakh wake-up alarms being set, and still counting." Also, close to 40,000 'Hey Axe Man' ringtones have already been downloaded.

Nair of HUL informs that while the international TVC has been aired here, all other activation has been done locally, including the idea of the wake-up service.

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