Park Avenue Men's shampoo range, Beer Shampoo, aims to create thrill through their new communication message "cheers to long hair” riding on outdoor media in Indian metros. Executed by MOMS, the campaign uses large formats and impactful sites at key arterial routes and nodal junctions in cities like Mumbai, Delhi and Bangalore.

Larger-than-life 40 feet backlit cut-out of shampoo bottles depicting the real one used in the hoardings was the USP of the campaign. These large shampoo bottles caught maximum eyeballs. The background of the creative showcased the natural environment so as to communicate the use of natural ingredients. The same was highlighted by using artificial creepers and cut-out of barley leaves on the hoardings. "We had to identify only vertical formats in Mumbai and Bangalore to execute the campaign, which was a bit of a challenge,” informed a source from MOMS.