Cinthol conjures up a stick to beat the heat

A quirky commercial, conceptualized by Creativeland Asia, portrays the affordable, pocket-size DeoStick as a messiah in the realm of deodorants

BestMediaInfo Bureau | Mumbai | April 18, 2016

Click on the image to watch the TVC.

Cinthol has launched a cream-based deodorant that can simply be smeared onto the skin. In a quirky television commercial, conceived by Creativeland Asia, the brand strives to reach out to the youth, with an innovation on the regular deodorant spray.

The Cinthol DeoStick is a cream based deodorant, that professes to have a fragrance that lasts three times as long as a regular deodorant. The pocket-friendly product is available in six fragrances, three each for men and women.

The campaign begins with a picture of Cinthol Deostick. The story of the revolutionary tiny pocket deodorant is in the narration. “It could have been a spray one, but it is a cream based one,” says a voice in the backdrop. “Why did it make such a sacrifice?” The world of deodorants, apparently, needed a 'Messiah', the narrator says, going on to enlist the qualities of the product, like a fragrance that lasts three times as long as a regular deodorant and an amazingly affordable price of only Rs 69. The TVC ends with the tagline, 'DeoReborn.'

Commenting on the campaign, Sunil Kataria, Business Head, India and SAARC, GCPL, said, “We constantly strive to give our consumers the best of personal care products and bridge the gap between consumer needs and what is available in the market. Cinthol has always been innovating to cater to the changing consumer needs of the youth. With the summer season just around the corner, we have launched Cinthol DeoStick , a unique crème based deodorant that lasts genuinely long, is safe on skin and comes at an affordable price of Rs 69/-. We have reinvented the deo space with this revolutionary product which will appeal to our consumers and the TVC very aptly showcases the concept of 'DeoReborn'.”

Sajan Raj Kurup

Commenting on the TVC, Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia, said, “With Cinthol DeoStick, we weren't just launching a new product, but a whole new category. So, there were quite a few boxes to tick, while still making sure that it was in the Cinthol world we've been defining over the last few years. We believe the product has the potential to not just increase deo penetration in the market, but also potentially reposition the category in people's minds.”

The TVC:

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

Credits:

Client: Cinthol DeoStick

Agency: Creativeland Asia

Creative Chairman: Sajan Raj Kurup

Producer: 10 Films Production House

Director: Raylin Valles

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