Cinthol's new campaign urges people to embrace new adventures without hesitation even during summer

Cinthol has launched a new ad campaign titled ‘Cinthol Lime - Alive is Awesome 2023’ ahead of the summer season.

A decade ago, Cinthol had launched the philosophy of Alive Is Awesome that evoked the experience of feeling alive. The brand’s new campaign takes this journey forward.

Set in a sweltering desert, the film follows a group of friends as they embark on an exciting journey. Along the way, they unexpectedly discover an oasis of freshness with Cinthol Lime Soap.

Conceptualised by Creativeland Asia and directed by filmmaker Prakash Varma, the campaign encourages consumers to embrace new adventures without hesitation even amidst the sweltering heat.

Ashwin Moorthy, Chief Marketing Officer - India, Godrej Consumer Products (GCPL), said, “For decades, Cinthol has espoused a strong consumer insight; that freshness lends confidence and freedom. Over the years, we have consistently executed insightful and exciting advertising on the powerful ‘Alive is Awesome’ brand communication idea. This new execution, where adventurers in an unbearably hot dessert are rescued and relieved by Cinthol Lime is a metaphor for what the brand consistently offers consumers – the relief of freshness in hot summers, to enjoy the season with confidence and freedom.”

Anu Joseph, Co-Founder and Creative Vice-Chairman, Creativeland Asia, said, "With Cinthol, we continued on our journey of alive bathing experiences. It's been more than a decade of ‘Alive is Awesome’ and with every season the adventure has gotten bigger and more exciting. What better than to be air-dropped into a cold waterfall, after being picked up from a cruel hot summer day."

Info@BestMediaInfo.com