There were 4 different TVCs created with Milind Soman, playing a comical take on four destinations in India (North, South, East, West) to launch the Smell Mantastic campaign.
Things however didn’t go according to plan as the first video garnered a lot of negative reviews on social media. To salvage the campaign, we needed an idea similar to Mustafa’s video responses to save the day. However, considering we didn’t wish to copy past successes, we decided to give our responses a more…personal touch.
The crux of the campaign was the originality of the content. The witty (and sometimes cheeky) responses involved everyone from day-to-day twitter users to newsmakers and even some stand up comedians, and we did not shy away from being ‘bold’ to even users that were being sarcastic What made this campaign truly a success is the speed of delivery. It is important to have a quick response time and approval processes set between brand and agency. The level of trust and faith shown by the OldSpice Brand team in our capability is commendable and rare.