MUMBAI: Godrej‘s soap and talc brand Cinthol has been given a brand new avatar by Mumbai-based independent creative agency Creativeland Asia. The agency has also conceptualised and executed a 360 degree integrated campaign that expresses the brand‘s new philosophy ‘Alive is Awesome‘.
The ‘AIA‘ campaign will launch not just the revamped soap formulations in five different variants, but complete ranges of soap, talc, deospray and bodywash in product variants of: Active , Lime, Sport, Aqua & Care. The new packaging is clean and bold and aesthetic. It‘s become more ‘urban‘ in its look and feel.
The task at hand for Creativeland Asia was to communicate Cinthol‘s comeback, marking its entry in the Indian personal grooming market with a new positioning, revamped product range and a marketing campaign.
In order to reiterate the new philosophy of the brand, the campaign aims to drive home the fact that a refreshing shower fills you a new rush for life. The campaign introduces the concept of ‘Adventure Bathing‘ for the youthful, outdoorsy and full of life consumer of today.
The film features youthful outdoorsy people who are out to explore life. The TVC showcases lively adventure enthusiasts in eight unconventional bath sequences like ‘The Polar Plunge‘ (a jump in an ice pond at the Arctic), ‘The Cavedive‘ (a jump off a 500 feet high cliff into a water body), ‘The Makeshift Shower Bath‘ in the desert and ‘The Elephant Spray‘ (bath on elephant back while it sprays water with its trunk) with the objective of portraying the culture of ‘Adventure Bathing‘ and associating the brand to it. The commercials are accompanied by complimenting soundtrack.
Extending the experience of ‘Adventure Bathing‘ the campaign goes beyond television and print and engages one further in to the philosophy of ‘Alive is Awesome‘ across media on the digital platform and social media and in the form of branded content and on ground events.
Godrej Consumer Products Limited (GCPL) executive vice president sales and marketing Sunil Kataria said, "CLA came up with a brilliant brand thought of ‘Alive is awesome‘ for Cinthol with a series of truly awesome bathing sequences that make you experience life like never before. This was linked beautifully with a lyrical music track that embodies this spirit. The idea of shooting in Iceland along with a few breathtaking locations in India was to get this Awesome experience."
Creativeland Asia founder and chairman Sajan RaJ Kurup said, "As a kid I grew up in the broadcast era and I have seen Cinthol stand for an invigoratingly cool and alive soap brand. I felt that it‘s time Cinthol claimed back its standing in the experiential era. The Alive is Awesome bath campaign is an experiential campaign that goes beyond traditional media. It celebrates and recognizes a more adventurous and international India. And a less inhibited and intimidated Indian. Creating this campaign has been an adventure in itself."
He added, "With a brand like Cinthol that has amazing heritage, it‘s important to leverage its reach and stature and create something that can ‘contemporarise‘ the thinking, and inspire a whole generation with the ‘Alive is Awesome‘ way of life rather than create mere soap ads."
