AXE turns a Bandra wall into an AI-powered ‘OG Anthem’ experience

Chapel Road in Bandra West, Mumbai, is known for its street art, but AXE has added a wall that does more than simply catch attention. Its latest OOH activation transforms a mural into an interactive experience, inviting passers-by to create their own personalised “OG Anthem” using AI. 

The wall promotes AXE’s Everyday Luxury Perfumes range, featuring Midnight Oak, Aqua Bergamot and Black Cherry, through a striking neon-style illustration of the three fragrances. But the campaign’s main interaction sits in the corner of the mural: a QR code inviting people to “Scan to create your anthem.” 

The activation begins with five quick questions. Participants share details about themselves, including their weekend personality and biggest flex, before AI turns those responses into a personalised rock anthem. 

The experience goes beyond generating a song. Participants also receive a visual experience featuring their own face as part of the band, giving them a piece of personalised content that can be downloaded, shared with friends and posted on social media. 

That shareability becomes an extension of the OOH itself. Instead of the wall being the final touchpoint, people can take the experience away with them, play their anthem for friends and turn the resulting content into social posts.