Writing for Online Marketing
Client Procter & Gamble India
Brand Old Spice
Agency ibs
Brief Old Spice was facing serious competition in the men’s’ grooming segment. With prime competitors relying on “boy gets girl” communication, we decided to target men with a no nonsense manly communication. Thus the Smell Mantastic campaign featuring the new old spice guy – Milind Soman. While many loved the campaign, some had polarizing views. Our challenge was to manage this in an effective manner.
Solution The creative idea was that a personalized witty response to a person who has made a negative or indifferent comment was bound to make him take notice and appreciate the effort. Our belief was that in the world of social media when a response from a brand itself was a rarity, a researched and personalized response would win over the hearts of even the strongest detractor & establish Mr. Mantastic.