The overall media spend on the rebranding exercise is estimated at Rs 60 crore. Orchard was is the incumbent agency
BestMediaInfo Bureau | Delhi | June 11, 2012
It could not have got bigger and better. Having recently celebrated its fifth anniversary, Creativeland Asia has won the creative mandate to revamp Cinthol, one of Godrej’s icononic personal care brands. According to industry estimates, the overall media spend on the rebranding exercise is pegged at Rs 60 crore. Orchard Advertising is the incumbent agency.
The brief to Creativeland is to give a fresh approach to the brand to make it relevant for today’s consumer.
Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia, said, “The win on the fifth anniversary is a reiteration of our formidable growth. Godrej has shown immense faith in Creativeland Asia. An entire integrated account win comes from the consistency we have shown and which has become a benchmark. Working on Godrej Expert was an interesting challenge and the response from our client-partners has been very encouraging.”
Creativeland had won the Expert account in October 2011, and has been working on its hair care and air perfume range.
Creativeland will be taking care of all creative mandates for Cinthol across media including above-the-line, below-the-line and digital media.
Kurup further said, “Taking this partnership ahead, I am excited to work on Cinthol. Right from the 1980s, Cinthol has been an iconic brand. We all remember the days when popular celebrities such as Vinod Khanna. We need to simply recreate the magic and the stature Cinthol enjoyed in the past and also make it innovative and contemporary for today’s market and consumer.”
Sunil Kataria Head Sales & Marketing, Godrej Consumer Products, said, “Creativeland Asia has a fresh and creatively unique approach to brands. Cinthol is an iconic brand with a huge potential. We look forward to a strong association with Creativeland Asia as we work towards unlocking Cinthol's immense potential.”