MAM

Godrej's #DeoReborn and #DeoCalculator campaigns for Cinthol DeoStick

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/05/30/Untitled-1_52.jpg?itok=xJacgIWI

MUMBAI: Angels falling and women chasing men are the kind of commercials that are conventionally seen for deodorants. For a fairly significant amount time deo promotions have revolved around opposite gender fantasies and attractions. But today, with digitization and social media, promotion campaigns have become much more interactive with consumers.

Godrej Consumer Products Limited Head - India and SAARC Sunil Kataria says that consumers have matured in today’s times and even while chasing image building for brands, the campaigns have to be rooted firmly to the ground.

Recently, Godrej launched Cinthol DeoStick in the market. The campaign for the product is majorly focused on digital platforms. It started with the #DeoReborn campaign and then the #DeoCalculator was run as a sub campaign. Kataria says that the basic idea of the promotion comes from the product. As most products in the market are spray or gas based, Cinthol DeoStick is a deodorant for solving real problems. Even after so many brands marketing them heavily, the market penetration of deodorants is only 18 percent. Cinthol Deostick aims at increasing the users for deodorants in the country.

Cinthol deostick started with #DeoReborn campaign whereby the three barriers of deodorants were promoted. Contrary to norm, the campaign’s message was that Cinthol DeoStick was non-alcoholic, lasted long and was cost effective. Playing on the ‘price quotient’, the social platform offered a great medium for Cinthol to reach out to its consumers.

The idea was to show consumers what they could do with the money they saved if they bought Cinthol DeoStick. This triggered the concept of #DeoCalculator. All that the consumers had to do was to share the price of their deodorant on Twitter using hashtags #DeoReborn and #DeoCalculator. The #DeoCalculator generated a quirky customized infographic giving them options on how they could put the money saved to better use.

The Twitter campaign was run for 2 days. This campaign is also running on other platforms like television and radio. The brand has also taken up activation events focusing on college campuses for better product interaction with the target audience.

The DeoCalculator campaign has been designed by Creative Land Asia. According to the brand, the campaign received 2274 tweets and 2443 posts. 169 tweets were posted from the official handle @GodrejCinthol in response to Twitter users tweets.

Kataria says that Godrej has been involved with many other audience engagement campaigns earlier also with products like HIT by launching a mobile app with dengue stories. He says that any brand that intends to reach out to the youth has to adopt the digital platform. His company has increased spends over the last two years on the digital platform and has plans to further double spends on the digital medium, he informs.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/27/Raj-Nayak%20%281%29.jpg?itok=8WKUGJMz
Abby Awards 2017 shortlists to be available for review

The iconic and pioneering Creative Awards - Abby 2017 has set another benchmark in transparency and efficacy. After receiving the highest ever number of creative entries, the first round of the prestigious Abby awards judging is presently on in multiple locations. The shortlists selected by the...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/27/star-plus%20%281%29.jpg?itok=a3XZn0Yb
Star Plus brings 'Nayi Soch' with Aamir for Women's day

MUMBAI: Star India has constantly endeavoured to inspire social change through its thought-provoking programming, and this mission is reflected in the journey of its ‘Nayi Soch’ (new thinking) campaigns, which have continued to positively impact millions of lives.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/27/Priyanka-Chopra.jpg?itok=GDkjmIHa
Delhi HC says it can't decide shampoo quality as stated in ads

NEW DELHI: A Delhi court has sent a message to petitioners that it would turn into a lab if it starts entertaining all claims made in media adverts by companies about their products.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/27/Rashmi-Daga_0.jpg?itok=UTWu6_tJ
#TrySomethingNew from FreshMenu.com

MUMBAI: FreshMenu.com, one of the leading online restaurants, recently launched its online campaign, #TrySomethingNew .The series features inspiring young individuals who have dared to try something different in their lives.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/24/Nishi%20Kant-800x800.jpg?itok=uIvLqDHm
Dentsu Webchutney ropes in Nishi Kant as EVP & Mumbai head

MUMBAI: Dentsu Webchutney, a digital agency from the Dentsu Aegis Network, has appointed Nishi Kant as EVP & Branch Head- Mumbai. Kant will lead the charge for the agency’s Mumbai office. He will be reporting to Dentsu Webchutney co-founder & CEO Sidharth Rao. This is Nishi’s second stint...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/24/Promax.jpg?itok=nzXQfrVi
Promax & TSBI create quirky campaign

MUMBAI: Promax has brought on board, Digital first branding agency, The Small Big Idea (TSBI), to partner with them for the upcoming awards ceremony. TSBI recently kickstarted with an innovative social media campaign to announce the key note speaker for the event.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/bjp%20%281%29.jpg?itok=p3JIhNdY
BJP, Lever rule brands, advertisers lists in Feb 2017 so far

The Bharatiya Janata Party (BJP) was the top brand in terms of television advertisement insertions for the month of February 2017 so far for weeks 5, 6 and 7 (Saturday 27 January 2017 to Friday, 17 February 2017).

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/sumanta-vikas.jpg?itok=Hc8DNKOb
HDFC hires LinTeractive for two-wheeler insurance campaign

MUMBAI: HDFC Ergo General Insurance Company has appointed LinTeractive, the digital agency of MullenLowe Lintas Group, to put together a digital campaign for its two-wheeler motor insurance products. Through this campaign, HDFC Ergo aims to reach out to its consumers and communicate the importance...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/Phogat-launches-Godrej.jpg?itok=OiCtOuiL
Phogat launches Godrej Interio healthcare range

MUMBAI: Godrej Interio, India’s leading furniture and interior solutions brand, launched a new health awareness campaign-sleep@10. Launched by Olympian, Geeta Phogat, the campaign was born during the product development stage of their healthcare range. #sleepAt10 is an initiative that aims to...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories