Old Spice India, the classic men’s grooming brand under Procter & Gamble, has appointed the agency Kinnect to handle its creative digital duties. The account was awarded after a multi-agency pitch and will be run from the agency’s Mumbai office.

The mandate shoulders Kinnect with the responsibility of carving a social media roadmap for the brand in India. The strategic positioning, content creation, and re-launching of the brand on digital platforms will be included in this. The agency will be responsible for driving the brand’s digital strategy and creative efforts.

Commenting on the account win, Rohan Mehta, CEO – Kinnect said, “Known for a slew of highly recognisable, entertaining, and popular marketing campaigns, Old Spice is an iconic brand. We at Kinnect are excited to further this legacy by centring on experimentation and developing a communication targeted at the millennial audience. We aim to cut through the noise and stand out by creating a digital identity for Old Spice that’s relevant, unique, and effectively represents the brand voice.”

With over 80 years as an American icon, Old Spice is the authority on the male grooming experience. With the fragrance of the classic aftershave which is known for its iconic nautical theme, the brand believes that everything is possible when you smell like Old Spice. In other words, the scent is all you need to create magic. With this view, the brand has now launched six new deodorants within the 0% gas category for Indian consumers.