In my marketing communications class, I used to exhibit the globally famous " The man, your human could odour like" drive featuring the Old Spice human Isaiah Mustafa ( watch here) equally an illustration of a highly successful marketing drive inwards 2010. Three years after, inwards 2013, P&G started showing that promotion inwards the Indian market. The disconnect had started.
To my surprise, the build possessor decided to suit the globally successful drive to Indian marketplace amongst Milind Soman taking the house of Isaiah Mustafa. And the upshot was hopeless.
Watch the advertizing hither : Old Spice Republic of Republic of India advertizing 1
Old Spice Republic of Republic of India advertizing 2
To my surprise, the build possessor decided to suit the globally successful drive to Indian marketplace amongst Milind Soman taking the house of Isaiah Mustafa. And the upshot was hopeless.
Watch the advertizing hither : Old Spice Republic of Republic of India advertizing 1
Old Spice Republic of Republic of India advertizing 2
I would tell that Old Spice has done a horrible project inwards adapting a global campaign. I am non certain what the means had inwards heed when they conceived this drive ? While the master copy global advertizing had a strategy behind it, the Indian build failed miserably inwards making whatever feel together with succeeded killing the brand's whatever picture that is left inwards the Indian consumer's mind.
There is full confusion inwards what the build is aiming to bring together with to whom ? While the Old Spice human from master copy drive talked to the ladies amongst his famous " Hello Ladies " opening, the Old Spice Indian human doesn't know what he is talking nigh together with to whom ? And sadly at the cease of it, the build talks nigh " attraction " hence falling into the same linguistic communication that other brands are talking about.
When a build adapts a globally successful campaign, its inevitable that people volition compare together with its build together with agencies duty to practice jurist to the master copy creative. Here inwards my opinion, the build brutal apartment inwards the adaptation. The ads are neither attractive nor share-able together with is desperately trying to last funny which is sad. The novel tagline Smell Mantastic is equally horrible equally the drive itself.
The novel drive had virtually killed the before build picture of Old Spice. But instead of creating a novel image, this adaptation had seat a confused painting exhibit of the build interms of the image. While the 2010 global drive seat Old Spice inwards a leading seat inwards western marketplace because the advertizing subject together with message connected amongst the consumer. But thats non the instance here. The adapted drive neither connects nor conveys whatever message or makes sense. Hope inwards the subsequent ads, the creatives volition practice jurist to the brand.
What a horrible waste product of a expert build !
