Campaign India Team
Oct 15, 2013

Old Spice asks India to 'Smell Mantastic'

INDIA - Wieden+Kennedy Delhi has adapted Old Spice's global platform for the launch of its line of deodorants in India, with Milind Soman playing a character similar to the man's man originally made famous by Isaiah Mustafa in North America.

The first film in the 'Smell Mantastic' campaign is available online, and more will be released over the next two weeks.

Seated on his throne, Soman welcomes viewers to his 'humble fort'. He goes on to list a number of things that he once thought he would need in order to be considered a real man: gelled hair, an impressive chest, polo trophies, bravery awards and membership "from the principal adviser at the Principality of Monaco" among them. He then reveals, with the help of a "sweetheart", what is actually required: Old Spice, with its ingredients that make one 'Mantastic and a refined man'. 

Nikhil Ramesh, country marketing manager, Old Spice India, said, "The brief given to Wieden+Kennedy was to create a campaign which will reinvent the Old Spice brand and make it more relevant to a whole new generation of men, while retaining the authentic raw masculinity that Old Spice has always been known for. This film is just the beginning, and one will see the 'Smell Mantastic' campaign across touch points."

On the idea, Ramesh said, "Everyone has it in them to be ‘mantastic’ and Old Spice will help men in India navigate the seas of manhood, smelling like a ‘mantastic’ man."

The film is currently on air on YouTube and the brand's Facebook page.  


Client: P&G India  | Old Spice
Creative agency:  Wieden + Kennedy Delhi
Executive creative director: V. Sunil
Creative team: Mohamed Rizwan & Jonathan George
Account management: Neha Sharma & Vidhi Gupta
Film director: Siddharth Sikand
Production house: Boot Polissh                                  
Still photography: Prarthna Singh


This article originally appeared on Campaign India.


Related Articles

Just Published

2 hours ago

Move and win roundup: Week of July 4, 2022

Developments from MullenLowe Singapore, Alley Group in ANZ and VMLY&R Malaysia.

3 hours ago

Covid taught us how to build human-first workplaces

The pandemic accelerated conversations and real action around work-life balance; mental health and wellness; and leadership and culture, says the deputy managing director at Redhill.

4 hours ago

One size does not fit all when selecting China ...

SHANGHAI ZHAN PODCAST: When it comes to selecting China social influencers or KOLs, brands should recognise the unique differences between brand building and performance enhancing KOLs. That’s according to leading China fashion and beauty KOL, Mia Liu.

4 hours ago

Tech MVP 2022: Tomy Chan, Publicis Groupe

MOST VALUABLE PROFESSIONAL: As head of tech for Publicis Groupe, China, Chan has shown strong vision and leadership in product design, development and application to achieve remarkable results.