Mumbai: 2020 has been a pivotal launchpad for business for creating new strategies, breaking new ground and defining new norms. For Cinthol, a brand with a legacy of more than six decades, these new norms posed new challenges. Being a brand that was synonymous with freshness and the spirit of unique adventures, it had to relook at its roadmap in this changing world.
In this new TVC, Cinthol Cool & Cinthol Lime Fresh has launched are prised version of the beloved campaign ‘Alive is Awesome’. When ‘Alive is Awesome’ embarked on its own journey in 2012, little did the brand realize that years later, this campaign would become more and more relevant by the day. And now, this new TVC gives a fresh new context to the familiar spirit of adventure that is alive in the hearts of everyone.
The film shows the perspective of someone who craves to go out and misses new adventures. But on unpacking the soap, he is then greeted by a massive wave of freshness. It addresses the tough times where outdoors are closed and adventures are an uncertainty, and shows how despite all, Cinthol soaps can bring that sensorial outdoor freshness home to you with a unique bathing experience. It’s a visual delight and a hat tip to an iconic song, along with the trust of 99.9% germ protection.
Sharing his thoughts on the new film, Mr. Sunil Kataria, CEO – India & SAARC, Godrej Consumer Products Ltd (GCPL), said, “Cinthol is among the iconic brands that we have at Godrej Consumer that enjoys a very strong affinity with its consumers pan India. 2020 has made market innovations happen at a rapid speed, made us reinvent our strategies, shoot campaigns at home, be more agile and execute new product launches within months. With this new and improved approach, we wanted to come out with something that would help connect with our stakeholders in a meaningful manner, so we decided to recreate one of our most successful films from the past with a touch of the topical sentiments. This new film on Cinthol Lime and Cinthol Cool conveys the brand’s core proposition relevant to the current times and we are optimistic that our audience will enjoy them too.”
Anu Joseph, Chief Creative Officer, Creativeland Asia added “Cinthol’s philosophy of Alive is Awesome is built on enjoying every moment to its fullest. Alive bathing experiences in the outdoors is at the core of brand. In this pandemic situation, travel and adventure aren’t feasible. But, Cinthol, with its refreshing range of Lime and Cool soaps, promises you to bring alive that experience in your shower. That’s what this film, which is also a throwback to Cinthol’s iconic 2012 ad, communicates.”
The film was conceptualised by Creativeland Asia and produced by Nirvana Films.
Watch the video here: