Cinthol's new ad salutes defiant spirit of women

The film conceptualised by Creativeland Asia for Godrej Cinthol's new range of fragrance for women asks them to break all shackles

BestMediaInfo Bureau | Mumbai | September 6, 2016

Click on the Image to watch the TVC.

A simple 'no' can take one places and emphasising the power of the two-letter word is Cinthol's new ad. Women are refused many things but one can only move forward by breaking shackles that hold them back and saying no to being held captive by traditions, rituals and mindsets.

Godrej Cinthol is telling the world how awesome women are through their #ReadyForAwesome campaign for their new range of fragrance for women. The film, conceptualised by Creativeland Asia, is a celebration of the very defiant spirit. The film takes sports as a metaphor to depict today's women who are poised to own the world against all odds. It's an ode to the women who don't believe in giving excuses and consider the world a stage to show their skills and talent. The film takes us through the training routine of female athletes. It is supported with a narrative that captures the bold spirit of women, rejecting all societal constructs.

Commenting on the idea and execution, Anu Joseph, Chief Creative Officer, Creativeland Asia Pvt. Ltd., said, “Women in sport have now taken centre stage in India. Sport is a precursor of what's coming and perhaps the most symbolic of all bastions to be felled by women. Indian women, in all walks of life, are ready for awesome. There's no holding them back. They aren't listening. And Cinthol Women is a reflection of this palpable spirit.”

Speaking about the campaign and their expectation, Ajay Dang, Head Marketing, Godrej Consumers Products Ltd., says, “The latest #ReadyforAwesome film is yet another digital innovation from our flagship brand Cinthol. The video is not just about sports; it's a metaphor for today's woman who is ready to accept challenges and deliver on her own terms. It's an ode to all women who want to achieve their dreams under any circumstance. We believe that this communication will relate to our female target audience and instil a sense of pride for their achievements.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/09/Cinthol.jpg

Credits

Client: Godrej

Brand: Cinthol

Agency: Creativeland Asia

Director: Karthik Ramnathkar

Production house: Balls Worldwide

Info@BestMedaiInfo.com

Info@BestMediaInfo.com