Mumbai: Cinthol, the legacy brand from the Godrej Consumer Products Limited (GCPL) has brought on board actor Siddharth Suryanarayan as the brand ambassador for its new entrant in the soap family, Health Plus soap. The association aims to drive awareness about the germ protection soap. Conceptualised by Creativeland Asia, its new TVC campaign #HaiTaiyaarHum featuring Siddharth, will also go live to highlight product features and increase the visibility of the brand.

The new ad film encourages people to step outside their comfort zone, be adventurous and experience the thrill of the outdoors in all its glory. Popular among the youth, and known for being daring and honest, Siddharth is one of the celebrated actors in the country. The brand, Cinthol Health Plus symbolises being unafraid while taking on challenges and always prepared. This thought is showcased through the brand’s new #HaiTaiyaarHum campaign, said the statement.

Speaking about the collaboration, Siddharth said, “Cinthol is a legacy soap brand which I have personally used over the years.  I will be endorsing Cinthol Health Plus which stands for fearless protection. Being objective, firm, and brave are some of the qualities which define me as a person. This is the reason I feel my collaboration with the brand makes complete sense. Cinthol Heath Plus soap has the power of 99.9 per cent germ protection with an amazing deo fragrance, which makes you confident as you take on everyday challenges. Given the ongoing COVID-19 situation, Cinthol and I want to encourage people to continue answering our call of duty because we have the assurance of Cinthol Health Plus.”

GCPL CEO - India and SAARC, Sunil Kataria said, “Cinthol is amongst the iconic brands that we have from the house of Godrej. With our new partnership with Siddharth, we expect to disrupt our core markets and further strengthen the brand position. Together with Sidharth, we are bringing the messaging of taking on one’s duties fearlessly with the assurance of Cinthol. The new TVC anchored on fearless protection will bring alive Cinthol philosophy of 'Alive is Awesome' in a unique way. Unlike other health soaps, Cinthol Health Plus delivers protection from germs without compromising on fragrance.”