The campaign announces the launch of six new scents and includes digital, social, in-store, limited edition packaging, and a film shot in and around Mumbai.
With high temperatures, crowded cities and packed trains, India is one of the toughest tests for a deodorant anywhere, and the film confronts the reality that body odour exists and shows how Old Spice can replace body odour with a little magic for young men all over the country.
In addition to Aditya Seal, an up-and-coming Bollywood star, we collaborated with legendary Indian musician, Illaiyaraaja, whose iconic track, “Unakkum Enakkum” was sampled and given a modern twist with the help of Ian Masterson, a UK-based composer and music producer.