Axe Deodorant inks an association with World Cricket Championship

This is Axe deodorant's first in-game partnership in India.

Hindustan Unilever Limited’s male grooming brand Axe Deodorant has finally entered into the Indian gaming industry after landing a deal with World Cricket Championship (WCC 3). Axe Deodorant has already inked a partnership with gaming organisations around the globe but this is its first in-game partnership in India. 

The gaming implementation will be seen over by a specialist wing of GroupM known as the GroupM ESP (Entertainment & Sports Partnerships).

The World Cricket Championship game has been made by the company Next Wave Multimedia Pvt. Ltd(a subsidiary of Nazara Technology Ltd) which is a Chennai based organisation. The WCC 3 is the latest version of the World Cricket Championship game. It is one of the best cricket games in the world featuring great graphics, real-life simulation, women’s cricket and the latest squads from over 400 competitions and tournaments from across the globe.

Given the cricket season is upon us, I think this will provide fans with more excitement while they play the game. WCC always looks forward to providing its community with the best experience and we’re sure Axe Deodorant will only enhance it,” said P.R. Rajendran CEO and co-founder of Next Wave Multimedia.

The first love for most young guys in India is cricket. The integration of Axe with WCC 3 brings together this first love with another major passion point — gaming. It is a great platform to bring alive Axe’s Dual action proposition with which it re-launched earlier this year,” said Shailendra Singh, HUL’s general manager for deodorants.

Another great experience in the World Cricket Championship is the variety of commentary languages present. Matthew Hayden and Isa Guha handle the English commentary, former Indian cricketer Venkatapathy Raju takes over the Telegu commentary. Aakash Chopra and Abhinav Mukund see over the Hindi commentary.

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