Men’s grooming brand Old Spice from P&G has roped in Milind Soman to play 'The Man' in its campaign for deodorants in India.
A campaign titled 'Smell Mantastic' has been created by Wieden+Kennedy. The first film of the campaign is online, with more to be released over the next two weeks.
The campaign is an adaptation of the global Old Spice campaign and features Soman in the role played by Isaiah Mustafa. Seated on his throne, he welcomes viewers to his 'humble fort'. He says, 'I thought I would have to have gelled hair or an impressive chest to show how manly I am. But, I was so wrong. To be a real man, we don't need Polo championship trophies, bravery awards or membership from the principal adviser at the Principality of Monaco’, accompanied by visuals of all that he refers to. Soman then asks his ‘sweetheart’ to bring the ‘helicopter’ to reveal what is required to be a 'real man'. A remote-controlled toy helicopter operated by his ‘sweetheart’, a young woman, comes in carrying Soman’s recipe for manliness: 'Old Spice Deodorant'. He then explains the ingredients Old Spice Deodorants have to make one 'Mantastic and a refined man'. It ends with the girl sitting on his lap and Soman urging viewers to buy the deodorant.
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