AD Agencies
Old Spice deo ‘Smell Mantastic’ campaign for another 8 weeks
BENGALURU: Old Spice is one of the few brands that most Indians have grown up with. Procter and Gamble India (P&G) recently added a line of deodorants to the brand that has essentially been associated with shaving until now.
An online campaign ‘Smell Mantastic’, starting with what P&G calls the ‘North video’ created by Old Spice’s global creative agency Wieden+Kenedy starring model and marathoner and Old Spice’s Indian face Milind Soman, that was launched on 15 October has already garnered 20 lakh (2 million) views on YouTube.
Subsequently, an ‘East Video’ was launched in Kolkata that has been followed by a ‘South Video’ in Bengaluru today. P&G says that both the East and South videos have had over nine lakh views already. Another video – the ‘West Video’ is slated for launch somewhere around 19 November. In the Old Spice videos, Soman has donned different avatars of an Indian man across geographies.
“This campaign will continue for the next two months,” revealed a source at P&G
A fifteen second TVC is also being aired on niche channels such as HBO and the Star Network’s movie channels amongst others. Tomorrow, a radio chat with Soman will be aired in Mumbai on Radio One informed the source.
Sonman with Vidyut Jammwal unveiled the Old Spice deo range in New Delhi, in Kolkata the range was unveiled by Soman and Rahul Bose and in Bengaluru, P&G had Soman and Diganth on the stage for the unveiling. “We have not yet decided on the person who will be unveiling the range with Soman in Mumbai on 19 November as yet,” revealed the source further.
MediaCom handles the conventional media buying duties, while Interface Business Solutions (IBS) handles the online media duties for P&G’s Old Spice brand.
AD Agencies
Advertising Rocks Season 4 returns to Goafest 2026 with musical flair
Industry talent takes centre stage as music meets creativity at Goafest
MUMBAI: The spotlight is back on music and marketing as Advertising Rocks Season 4 gears up for a high-energy return at Goafest 2026, promising a louder and more vibrant celebration of creative talent within the industry.
Now in its fourth edition, the platform continues to carve a niche as a space where professionals from advertising, media and marketing step beyond boardrooms to showcase their musical side. Open to solo and duet performers, the competition will unfold across multiple rounds before culminating in a live finale at the festival. Shortlisted participants will also receive complimentary access to Goafest, adding to the appeal.
Each category will feature four finalists, with winners decided through a mix of jury evaluation and audience votes, making the experience interactive as well as competitive. The stakes are equally compelling, with cash prizes ranging from Rs 25,000 to Rs 1,00,000 across categories.
Reflecting on the journey so far, BBH former CEO Subhash Kamath said, “This will be the 4th edition of Advertising Rocks and every year, it’s become better and better. We have some amazing musical talent in our industry and what better stage to perform than at Goafest. I hope we get more entries this time and I’m really looking forward to hearing some fabulous talent.”
Echoing the sentiment, Havas Media Network India chief executive officer Mohit Joshi said, “Season 4 of Advertising Rocks perfectly captures the spirit of our industry, where creativity doesn’t end at the workplace, it finds expression in many forms. At Goafest 2026, we are excited to bring back Season 4, bigger and more vibrant, giving professionals a platform to showcase their musical talent.”
Registrations for the competition are currently open, with entries accepted until April 30. Participants are invited to submit their performances and take a shot at the stage.
Co-hosted by the Advertising Agencies Association of India and The Advertising Club, Goafest 2026 will be held from May 20 to 22 in Goa. With Advertising Rocks returning to the lineup, the festival is set to strike a chord that goes well beyond advertising, blending ideas with rhythm and a touch of showmanship.
