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Creativeland revamps Cinthol with 'Alive is Awesome' adventure bathing

The campaign marks Cinthol's invigorating comeback with a new positioning and revamped product range

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BestMediaInfo Bureau
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Creativeland revamps Cinthol with 'Alive is Awesome' adventure bathing

Creativeland revamps Cinthol with 'Alive is Awesome' adventure bathing 

The campaign marks Cinthol's invigorating comeback with a new positioning and revamped product range

BestMediaInfo Bureau | Delhi | September 25, 2012

publive-imageCinthol comes alive in a brand new avatar with a brand new philosophy with an integrated 360-degree campaign conceptualised and executed by Creativeland Asia. 'Alive is Awesome' is the refreshingly new philosophy Cinthol. The campaign marks Cinthol's invigorating comeback, marking its entry in the Indian personal grooming market with a new positioning, revamped product range and an aggressive marketing campaign.

The campaign highlights the invigorating rush of life that a refreshing shower fills you with – with a refreshingly new philosophy of 'Alive is Awesome'. The campaign introduces the concept of 'Adventure Bathing' for today's Indian consumer who is youthful, outdoorsy and full of life.

With a cheerful tune and lyrics to match its exuberance, the film features youthful outdoorsy people who are driven by sheer joy of living and are out to explore life to the fullest. Inspiring a culture of feeling alive and making the brand synonymous with 'Adventure Bathing', the TVC showcases lively, adventure enthusiasts in eight unconventional bath sequences like 'The Polar Plunge' (a jump in an ice pond in the Arctic), 'The Cavedive' (a jump off a 500-foot high cliff into a water body), 'The Makeshift Shower Bath' in the desert, 'The Elephant Spray' (bath on elephant back while it sprays water with its trunk), etc.

Extending the experience of adventure bathing, the campaign goes beyond television and print and engages one further in to the philosophy of 'Alive is Awesome' across media on the digital platform and social media and in the form of branded content and on ground events.

Sunil Kataria, Executive VP, Sales & Marketing, Godrej Consumer Products, said, “CLA came up with a brilliant brand thought of 'Alive is Awesome' for Cinthol with a series of truly awesome bathing sequences that make you experience life like never before! This was linked beautifully with a lyrical music track that embodies this spirit. The idea of shooting in Iceland along with a few breathtaking locations in India was to get this 'Awesome' experience. The experience of working on this campaign has been almost like being on an expedition. It's been an Alive is Awesome journey for sure!”

Sajan RaJ Kurup, Founder and Chairman, Creativeland Asia, said, “As a kid I grew up in the broadcast era and I have seen Cinthol stand for an invigoratingly cool and alive soap brand. I felt that it's time Cinthol claimed back its standing in the experiential era. The 'Alive is Awesome' bath campaign is an experiential campaign that goes beyond traditional media. It celebrates and recognises a more adventurous and international India. And a less inhibited and intimidated Indian. Creating this campaign has been an adventure in itself.”

 

On the inspirational tone of the campaign, he added, “With a brand like Cinthol that has amazing heritage, it's important to leverage its reach and stature and create something that can 'contemporarise' the thinking, and inspire a whole generation with the 'Alive is Awesome' way of life rather than create mere soap ads.”

The campaign will launch not just the revamped soap formulations in five different variants but the complete range of soaps, talc, deo spray and bodywash. The new packaging is clean, bold and aesthetic. It's become more 'urban' in its look and feel.

The TVC:

Credits:

Client: Godrej Consumer Products

Agency: Creativeland Asia

Film Production: Nirvana Films

Digital Production: Crocodile Films

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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