We've all seen those commercials for Axe products that cheekily promise that the Axe Effect will have users of the grooming line fending off relentless advances from every honey within smelling distance. Well, according to a story being widely circulated on the Web, a New Delhi man is putting the Axe Effect to a judicial test by suing parent company Unilever because he has failed to attract even one woman. Turns out it's a hoax.

According to the story, 26-year-old Vaibhav Bedi is seeking £26,000 in damages because, as he says, "The company cheated me because in its advertisements. It says women will be attracted to you if you use Axe. I used it for seven years, but no girl came to me."

It goes on to say that a leading litigator in India offered some backhanded encouragement to the beleaguered plaintiff, suggesting Unilever settle because "some of the best-looking women have been known to marry and date absolutely ghoulish guys."

Axe spokesperson Heather Mitchell sent Asylum this statement:

"We've been following the news reports from India where a man was allegedly planning to take legal action for the Axe Effect not working for him personally. We can confirm this is a hoax. In fact the story originated from TheFakingNews.com. While the story is not true, we have to admit that it's pretty funny and the joke itself is very much in line with our brand tone -- playful, with a wink and a nudge. While Axe grooming products can help guys look, smell and feel great, there is only so much we can do; the rest is up to guys themselves."

We checked, and it's true, the (uncensored, NSFW) original story is available here.

Even though this story turned out to be a hoax, we can assure you that the Axe Effect is no joke. Although the ads are clearly meant to be humorous, we would point out that the Axe Effect seems to have worked for Barack Obama, and it's worked out pretty well for this correspondent, so please, use responsibly.

Tell us about your experience with Axe, or whatever other secret you use to send women into a crazed lust frenzy.

From the Web:
Business in the Front, Party in the Back. (BleacherReport)
Bizarre Mug Shots. (The Chive)