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Though examples of global campaigns being “localized” are plenty, none in recent memory have gone as viral in India as the Old Spice Mantastic campaign.
Creating another version of ‘The Man Your Man Could Smell Like’ was a lofty aim to begin with, given that Isaiah Mustafa’s portrayal has gone down in history as a near-perfect viral video case study. The personalisation, engagement, influencer identification, concept, script, humour, Isaiah – almost every aspect has been raved about. Not to mention our recent analysis of conversations around Old Spice showed that it was still being talked about, a whole three years post its launch! The Indian campaign starring Milind Soman garnered significant attention too, with millions of people watching the videos. But it really makes one wonder – views aside, how many people are actually talking about the campaign? What did they think? Would they still share it a week, month, or a year down the line?
With the last Mantastic ad releasing in the beginning of November, we tracked social media buzz around the campaign right through the month, to see how things play out. Take a look.