Ad Campaigns
Old Spice’s new campaign unleashes inner champion in every man
Mumbai: Amidst the ongoing cricket fever gripping the country, Old Spice, the deodorant brand from P&G has come out with a new commercial revolving around the game for its range of Old Spice Zero Gas Deodorants. In line with its bold and witty approach, the quintessential male brand showcases in a lighthearted way that there’s a champion waiting to be unleashed in every guy.
With more than 80 years behind it, Old Spice’s new campaign called ‘Smell Ready for Anything’ empowers men to feel confident in their own skin and to manifest that confidence.
Curated by Media Monks, the ad film entertains viewers through its trademark over-the-top humor. The commercial opens with a group of friends agonising over a cricket match, when all of a sudden one of them undergoes a magical transformation with just a flick of a spray from the brand’s deodorant product line-up, leaving his friends in complete awe. He transitions into his journey towards greater things, highlighting the brand’s ‘Smell Ready For Anything’ message: Old Spice, acts as a catalyst to help you get off the back foot and make you feel like the ‘Man of the Match.’
“Building off our rich heritage on Old Spice, our new campaign is a reminder for every Indian guy to smell new possibilities, realize his true potential within and manifest his own greatness,” said Procter & Gamble India VP for skin and personal care Rohini Venkateswaran. “Old Spice encourages every man to be the most awesome version of himself while providing great smelling products to make him feel his best.”
The 360-degree campaign has been launched on connected TV and digital platforms and will further be amplified through various other media.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
