Cinthol brings in the 'Confidence' factor

The campaign, created by Creativeland Asia, positions the soap as 'a complete health soap' targeted at aspirational young Indians

BestMediaInfo Bureau | Mumbai | August 27, 2014

Click on the image to watch the TVC.

Cinthol Confidence+, positioned as 'a complete health soap', is a new entrant in the Rs 3,000-crore health soap segment. It aims to completely redefine the health soap category and is targeted at young India which is fearless and infused with energy to achieve their aspirations. The campaign has been conceptualised by Creativeland Asia.

Cinthol Confidence+ kick-started its digital campaign on the occasion of Independence Day and the television campaign flags off on August 22 with an inspiring video that beautifully captures the spirit of young and dynamic India. Be it professionals in the armed forces, health camps, heritage sites or mega infrastructure development sites, they go about their job confidently, undaunted by dust, grime and germs. The campaign puts the young inspiring professionals under the lens of 'Alive is Awesome', Cinthol's brand promise. The aura of the commercial is strengthened by miles with upbeat background score and inspiring lyrics and the tune of 'Na darr kisi ka aaj' across languages.

The full 80-second TVC shows people from the armed forces, health units, football teams, oil rigs and even children living their life confidently, unfazed by the dust because they have Cinthol Confidence+ with them. The background tune of the song 'Hum Honge Kamyab' plays throughout the TVC. It ends with the voiceover introducing the new soap which promises: '99.9% germ protection and Insta Deo fragrance - Cinthol Alive is Awesome'.

Sunil Kataria, COO, Sales, Marketing and SAARC at Godrej Consumer Products, said, “Currently, the health soap market is focused mainly on kids. However, it is not just children, but even youth who need protection as they battle dirt and grime while following their passion. Existing health soaps are incomplete without great sensorials. Cinthol Confidence+ soap breaks the norm of the regular health soap by offering 99.9 per cent germ protection while being infused with great insta-deo fragrance. It is a 'complete health soap' which perfectly fits the youth expectation, being an aid to their aspirations.”

Sajan Raj Kurup

Sajan RaJ Kurup, Founder and Creative Chairman, Creativeland Asia, said, "The communication comes from a simple insight that dirt, crowd and germs are fundamental obstacles that come in the way of every Indian's journey to success. The campaign idea is symbolic of people's confidence, which empowers them to go on in their daily lives despite the tough conditions in their external environment. The messaging in the health-soap category is largely restricted to protection from germs. We have gone beyond touching upon this functional need of the product and addressed the attitude with which people fight the on-going battle of dirt, crowd and germs."

This feeling of being fearless and a dream catcher attitude among the youth today is beautifully captured by the brand through its functionality as well as the commercial. The impactful video was streamed on YouTube and other social media platforms and has received an overwhelming response of 2.3 million views.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Godrej Consumer Products

Brand: Cinthol

Creative agency: Creativeland Asia

Production House: Mad Studios

Info@BestMediaInfo.com

Info@BestMediaInfo.com