BENGALURU: Old Spice is one of the few brands that most Indians have grown up with. Procter and Gamble India (P&G) recently added a line of deodorants to the brand that has essentially been associated with shaving until now.  

An online campaign ‘Smell Mantastic’, starting with what P&G calls the ‘North video’ created by Old Spice’s global creative agency Wieden+Kenedy starring model and marathoner and Old Spice’s Indian face Milind Soman, that was launched on 15 October has already garnered 20 lakh (2 million) views on YouTube.  

Subsequently, an ‘East Video’ was launched in Kolkata that has been followed by a ‘South Video’ in Bengaluru today. P&G says that both the East and South videos have had over nine lakh views already. Another video - the ‘West Video’ is slated for launch somewhere around 19 November. In the Old Spice videos, Soman has donned different avatars of an Indian man across geographies.

“This campaign will continue for the next two months,” revealed a source at P&G 
A fifteen second TVC is also being aired on niche channels such as HBO and the Star Network’s movie channels amongst others. Tomorrow, a radio chat with Soman will be aired in Mumbai on Radio One informed the source.

Sonman with Vidyut Jammwal unveiled the Old Spice deo range in New Delhi, in Kolkata the range was unveiled by Soman and Rahul Bose and in Bengaluru, P&G had Soman and Diganth on the stage for the unveiling. “We have not yet decided on the person who will be unveiling the range with Soman in Mumbai on 19 November as yet,” revealed the source further. 

MediaCom handles the conventional media buying duties, while Interface Business Solutions (IBS) handles the online media duties for P&G’s Old Spice brand.