MAM

Cinthol won't go hyper-aggressive with offers: GCPL's Urshita Nema

The brand is currently focusing on ‘hyperlocal’ marketing

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/11/07/cint.jpg?itok=fFJY4bTr

MUMBAI: India’s famous soap brand Cinthol, owned by Godrej Consumer Products Ltd (GCPL) is gearing up its effort to connect to consumer for its freshness portfolio as the heat after monsoon kicks in. The popular brand held an interesting day filled with fresh adventure, in association with the cricket sensation, Shubman Gill as part of its #TurnDownTheHeat campaign of Cinthol Lime & Cinthol Cool soap variants.

“We have done a 360 degree here. It starts with TV campaign; the TVC is on all of national channels. We are also doing regional media taking Maharashtra and West Bengal channels. Along with TV, we started this digital campaign, which has thought and led to activation campaign where Shubman Gill came in as the celeb and he started asking about what is your adventurous spree to turning down the heat along with Cinthol Lime and Cinthol Cool,” GCPL personal care generale manager marketing Urshita Nema shared the details of the campaign.

“Cinthol as a brand has done a lot of outdoor activities and we got responses from across the nation. We picked up the winners and then we had micro-influencers to lead the campaign. Multiple influencers started posting their pictures may be with a parachute, diving in the waterfall and we tried to involve them in the campaign,” Nema added.

Nema also added that Cinthol’s target is practically youth oriented and while the brand has been there for years, it has been refreshing itself constantly to connect with its TG. But she also added that TG is more about psychography and people who are young by heart, who love to go out for sports and adventure, they are also the brand’s TG.

Talking about current focus of marketing initiatives, Nema shared that they are focusing on ‘hyperlocal marketing’ right now. She explained that while they divide the term, one of it has to be rich media and TV will be there.

“But when we have to connect to our TG, we look into the relevance of which market we are working. Cities in North, West like Delhi, Bombay all these cities’ digital connect is very good. So, we have taken up this as digital friendly. We have few states where we are doing experiential marketing campaign like Ola, Uber tie-up. We gave fresh lime wipes. So, it depends on market what we pick,” she added.

Nema also pointed out that where consumers are going is practically digital savy. While the brand also understands internet rates are coming down, everyone is hooked onto digital, they are going digital with micro-influencers, OTT platforms like Hotstar, Voot.

GCPL posted its second-quarter financial result on Wednesday and the soap segment’s revenue declined by 4 per cent year-on-year and the brand’s overall ad spend sharply fell down by 22.1 per cen year-on-year. In an exception, India’s recent economic slowdown has affected FMCG brands also which are usually more immune to slowdowns. While asked about the impact of the slowdown, Nema said that  slowdown news is correct but there are markets like Andhra Pradesh, Tamil Nadu which are still growing.

Due to weak demand, FMGC major HUL slashed prices of Dove, Lux, and Lifebuoy soaps recently and Wipro Consumer Care, the maker of Santoor soap, also cut the price of the soap. While Neema was inquired if Cinthol is also thinking of a similar move, she answered that the brand is ready to react to competition anytime.

“But I would say we are not in a stage where we have to go hyper-aggressive to counter competition with offers. The brand pull for Cinthol is very high. We would say we are least impacted in the situation,” she added.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/22/jm.jpg?itok=dwdF0TC4
JM Financial Services unveils “Investories-Anecdotes from the FinancialWorld” packed with timeless investment advice

MUMBAI: JM Financial Services Ltd. the dedicated brokerage services arm of JM Financial Group, today unveiled its latest offering, titled “Investories-Anecdotes from the Financial World” The book was launched with great fanfare in Mumbai by Mr. Ashishkumar Chauhan, CEO-Bombay Stock Exchange at...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/22/likee.jpg?itok=R8xUAgan
Likee collaborates with Indus App Bazaar to expand reach

MUMBAI: Likee, the pioneering global short video creation platform from Singapore based BIGO Technology has announced the collaboration with Indus App Bazaar, India’s Largest Indigenous App Store, to expand Likee's reach in the Indian markets. Likee is now available on Indus App Bazaar for free...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/22/amit_gujral.jpg?itok=z6jVllrf
LG India corporate marketing head Amit Gujral moves on

The corporate marketing head of LG India, Amit Gujral has stepped down from his position after serving the company for more than a decade. Gujral has been associated with the consumer industry for over 23 years and had started working with LG in 2003.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/21/indvswi.jpg?itok=90gd8gLf
Happy #unfriendshipday says Rohit Sharma to Keiron Pollard as he tweets out star sports’ newest campaign for the india vs west indies series

MUMBAI: Star Sports - India’s leading sports broadcaster, ropes in Rohit Sharma and Keiron Pollard for their newest campaign #FrenemiesAtPlay to promote the West Indies tour of India. Both these world-class cricketers would be seen taking a dig at each other as opponents for the upcoming clash...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/21/tiger.jpg?itok=iC4Guh6K
Emami ropes in Tiger Shroff as brand ambassador of He Magic Duo

MUMBAI: HE Magic Duo, a unique packaging innovation from the house of Emami Ltd that disrupted the fragrance industry by introducing two perfumes in one bottle early this year, has now roped in action star Tiger Shroff to tell its ‘new story’.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/21/ss.jpg?itok=e8VrbOL7
Star Sports' new campaign focuses on new fans of Premier league

MUMBAI: Star Sports – India’s leading sports broadcaster has been the home of the English Premier League, arguably the world’s greatest football league, for several years now. The Premier League has always showcased some of the best football and has one of the biggest fan bases not just in India...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/21/pixel.jpg?itok=GNv5Qc3w
Pixel Pictures produces 1000 hours of television content

MUMBAI: Pixel Pictures, one of the leading media production and content creation studios in the South Indian television industry, has successfully produced over 1000 hours of content for the television industry in 5 years.  Established with an aim to create exclusive content for the vernacular...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/20/dabang.jpg?itok=z6QdRJuf
Likee collaborates with Salman Khan Films as Digital Partner for Dabangg 3

MUMBAI: Likee, the pioneering global short video creation platform from Singapore based BIGO Technology has partnered with Salman Khan Films (SKF) to promote Dabangg 3 as the film's Digital Partner. Dabangg 3 is one of the much-awaited movies by Salman Khan Fans, and it is expected to break box...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/20/hungama.jpg?itok=rTYFBOcD
Hungama partners with Flipkart to offer premium content experiences

MUMBAI: Hungama, India’s leading digital entertainment company, has partnered with Flipkart, India's leading e-commerce marketplace, to offer Flipkart consumers easy access to its premium services. Shoppers on Flipkart will now have the option to redeem Flipkart SuperCoins, for a premium...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories