November saw Old Spice roll out a campaign in India called ‘Smell Ready For Anything’ which promotes its deodorant range by morphing a young man watching cricket on television into a real-life cricket super star.
Conceptualised by agency Media Monks, the campaign spanned TV and digital and is spearheaded by a hero spot which aims to showcase the brand’s deodorant product line-up with a film featuring a group of young men watching a cricket match. The protagonist picks up Old Spice’s ‘Lionpride’ deodorant spray and applies it and is then transformed from a viewer into the ‘man of the match’.
The message is that the product can channel a champion in everyone.
Old Spice India’s ‘Smell Ready For Anything | Deodorant Body Spray for Men’ launched on 18 November and came with additional, confessional small print stating ‘We’re not saying that our deodorants will make you pet a lion, break into your cricket gear and want to play for the nation. But we’re not denying it too. Be #SmellReadyForAnything with 6 unique manly fragrances in cans packed with 0% gas to keep you smell ready for ‘anything’ for 24 hours!’
“Building off our rich heritage on Old Spice, our new campaign is a reminder for every Indian guy to smell new possibilities, realise his true potential within and manifest his greatness,” explained Procter and Gamble India VP Skin & Personal Care Rohini Venkateswaran. “Old Spice encourages every man to be the most awesome version of himself, while providing great smelling products to make him feel his best.”
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