Cinthol Deo tweets its way to new TVC with Virat Kohli
Creativeland brings cricket fans alive with #InViratsHead for the new commercial
BestMediaInfo Bureau | Mumbai | March 4, 2013
An inspiring superstar. The power of conversation through social media. Revelation. These elements were blended by Creativeland Asia to give shape to the new interactive campaign for Cinthol Deo from Godrej Consumer Products, followed by the TVC going on air on Friday, March 1.
Early last week the campaign began with a seamless effort to cast Cinthol's brand philosophy of 'Alive is Awesome' over cricket fans on the microsite www.cinthol.com/deo via a teaser film that had a tense Virat Kohli sitting in the dressing room before a match. The film ended with a simple question posed by the young superstar of Indian cricket and brand ambassador for Cinthol Deo: “Do you know what's going on in my head?”
Built purely on social media, the teaser phase was led by the microsite where Kohli personally responded to tons of interesting, surprising and entertaining comments via video in a candid tone.
Within five hours of its official launch on Twitter, #InViratsHead was trending worldwide. For over 24 hours now, it has been trending in India as well, sometimes even above the 2013 Budget and the Railway Bbudget.
Fans from the USA, the UK, France, Australia, Singapore, Pakistan and India have been posting their answers via Twitpics, YouTube videos and witty one-liners. With over 40,000 YouTube views, 15,000 tweets and countless Facebook shares and comments, the campaign has gone viral even before being revealed!
On Twitter especially, the estimated reach has been well over 1,400,000, making the brand's Twitter followers grow by 300 per cent. Total impressions have escalated to an unprecedented 10 million.
Boxed outside the many clichés of this category, the campaign is a focused attempt to liven up young India with the 'Alive is Awesome' spirit. Building on the momentum this teaser campaign is generating, the entire film was released March 1 on the microsite and television. With a thumping track and a reveling twist, the film exposes a unique and never before seen side to Virat Kohli.
The film has been directed by Prakash Varma of Nirvana Films.
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