Brand update: through a horrible campaign, Old Spice asks you to be Mantastic

In my class of marketing communications, used to show the world famous "man, the man could smell like" campaign man Old Spice Isaiah Mustafa (see here) as an example of a successful marketing campaign in 2010. Three years later, in 2013, P & G started to show that ad in the Indian market. Started the switch-off.

To my surprise, the brand owner decided to adapt the successful campaign globally for the Indian market with Milind Soman taking the place of Isaiah Mustafa. And the result was useless.

See the ad here: Old Spice India ad 1
Old advertising spice India 2

I would say that Old Spice has done a horrible job in the adaptation of a global campaign. I'm not sure that the Agency had in mind when they conceived this campaign? While the original global announcement had a strategy behind it, the India brand failed miserably in no sense and managed to kill the brand any image that remains in the mind of the consumer of the India. There is a total confusion in what the brand meant to convey and to whom? Do as the Old Spice man's original campaign spoke to the ladies with his famous "Hello girls" opening, the old Indian spice does not know what he says about and to whom?  And unfortunately the end of it, Mark speaks of "attraction" thus fall into the same language spoken by other brands. When a brand adapts a successful campaign at the global level, its inevitable that people are going to compare and their duty to do justice to the original creative brand and agencies. Here in my opinion, the brand fell in the adaptation. Ads are not attractive or share of power and it is desperately trying to be funny it is sad. The new slogan Mantastic smell is as horrible as the campaign itself.  The new campaign had virtually killed the previous Old Spice brand. But instead of creating a new image, this adaptation had put a confused image of the brand interms of the image. While the world campaign 2010 Old Spice in a position of leadership in the Western market because the subject of the announcement and message related to the consumer. But that is not the case here. Adapted campaign connects or transmits no message makes sense. We hope in future advertisements, the creative will do justice to the brand. what horrible waste of a good brand.