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Tag: Cinthol

  • TVC campaign conceptualised by Lightbox agency

    Godrej launches Cinthol Foam Bodywash with TVC

    Godrej Consumer Products Ltd (GCPL) has introduced foam-based bodywash format under its Cinthol brand. Named as Cinthol Foam Bodywash, the launch is supported by a TVC campaign conceptualised by Lightbox, the in-house creative studio of Godrej Consumer Products Ltd.

    Speaking about the launch, Neeraj Senguttuvan, Head – Marketing (Personal Care), Godrej Consumer Products Ltd (GCPL), said: “The Indian bodywash market is growing as consumers seek to enhance their daily routines with a more sensory and luxurious shower experience. Our latest innovation, Cinthol Foam Bodywash, was developed to meet this demand, making luxurious bathing an everyday indulgence. This innovative formula dispenses instant foam, creating a rich lather that effectively cleanses and leaves the skin feeling exceptionally clean and pampered.

    Added Gaurav Kumar, Lead Creative Strategist – Lightbox, Godrej Consumer Products Ltd (GCPL: “The TVC showcases a fun video of a girl and monkeys enjoying the foam body wash together, highlighting how easily it rinses off. It emphasizes the ‘soap in a bottle’ format, which makes it convenient to use anywhere without the need for a loofah. This campaign reflects our commitment to engaging storytelling that connects with our audience in a fun and relatable way.”

  • Targets consumers in Tamil Nadu

    Cinthol soap launches new brand campaign film

    By Our Staff

     

    Cinthol, the Godrej Consumer Products Ltd soap, has launched a new advertising campaign targeting consumers in Tamil Nadu. Titled ‘Dreams shine the brightest under the scorching sun’ (Kothikum Veyilil Dhaan Kanavugal Jolikkum), the film is built around the aspirations of women in Tamil Nadu today.

     

    Speaking about the campaign, Ashwin Moorthy, Chief Marketing Officer – India, Godrej Consumer Products Ltd (GCPL), said: “While working on the campaign, we recognized that brands of stature like Cinthol must insightfully reflect the current aspirations of our consumers in its narrative. Women today have greater confidence in aspiring to challenging professions that enable them to play an even larger role in building a stronger nation for the next generation. Cinthol, a symbol of trust in Tamil Nadu, plays a pivotal role here as a foundational step in providing expert recommended skin health, protecting consumers from harsh environmental factors like dust, heat and pollution.”

     

    Added Anu Joseph, Co-Founder and Creative Vice-Chairman, Creativeland Asia: “With this idea, Cinthol furthers its legacy of being a doctor-recommended soap and a skin health expert. The central brand thought, ‘Dreams shine the brightest under the scorching sun’, seeks to inspire women to follow their dreams regardless of any barriers that may come in their way.”

     

     

  • Set up booths to enable consumers experience the freshness of the soap

    Cinthol uses virtual reality to boost brand in AP and TG

    By Our Staff

     

    Cinthol soap has launched a new campaign for Andhra Pradesh and Telangana. The brand set up booths equipped with virtual reality headsets that enable consumers from these areas to experience the freshness of Cinthol via innovative technology. This creative campaign is a step towards connecting with consumers while offering a unique technology in villages. This has fostered people to strengthen the brand’s affinity with freshness.

     

    Commenting on this consumer outreach initiative, Somashree Bose Awasthi, Chief Marketing Officer, Godrej Consumer Products (GCPL) said: “In Andhra Pradesh and Telangana Our aim was to connect with communities and make them Cinthol’s lemony freshness with a touch of technology and virtual reality. Through this Initiative, Cintholis striving to innovate the manner in which brand communicate with consumers.  We are striving to leverage technology to provide a novel Fresh experience in towns, villages and give our consumers a meaningful connection to Cinthol.”

     

  • For its germ protection health soap – Cinthol Health Plus

    Cinthol gets actor Siddharth as brand ambassador

    By Our Staff

     

    Godrej Consumer Products Limited (GCPL) has brought onboard actor Siddharth Suryanarayan as the brand ambassador for Cinthol Health Plus soap. A new TVC campaign #HaiTaiyaarHum has been conceptualised by Creativeland Asia.

     

    Speaking about the collaboration, Siddharth said: “Cinthol is a legacy soap brand which I have personally used over the years.  I will be endorsing Cinthol Health Plus which stands for fearless protection. Being objective, firm and brave are some of the qualities which defines me as a person. This is the reason I feel my collaboration with the brand makes complete sense. Cinthol Heath Plus soap has the power of 99.9% germ protection with an amazing deo fragrance, which makes you confident as you take on everyday challenges. Given the ongoing Covid-19 situation, Cinthol and I want to encourage people to continue answering our call of duty because we have the assurance of Cinthol Health Plus.”

     

    Commenting on the appointment of the brand ambassador, Sunil Kataria CEO – India and SAARC, Godrej Consumer Products Limited, added: “Cinthol is amongst the iconic brands that we have from the house of Godrej. With our new partnership with Siddharth, we expect to disrupt our core markets and further strengthen the brand position. Together with Siddharth, we are bringing the messaging of taking on one’s duties fearlessly with the assurance of Cinthol. The new TVC anchored on fearless protection will bring alive Cinthol philosophy of Alive is Awesome in a unique way. Unlike other health soaps, Cinthol Health Plus delivers protection from germs without compromising on fragrance.”

     

     

  • The film has been conceived by Creativeland Asia

    Godrej Consumer Products unveils new TVC for Cinthol Original

    By A Correspondent

     

    Sharing his thoughts on the new film, Sunil Kataria, CEO – India & SAARC, Godrej Consumer Products Ltd (GCPL), said: “Cinthol is among the iconic brands that we have at Godrej Consumer and the Cinthol Original soap enjoys a very strong affinity with its consumers in South India. 2020 has made market innovations happen at a rapid speed, made us reinvent our strategies, shoot campaigns at home, be more agile and execute new product launches within months. With this new and improved approach, we wanted to come out with something that would help connect with our stakeholders in a meaningful manner, so, for this new TVC, we have re-defined protection which is the core brand value. The film helps to convey the brand’s core proposition and we are optimistic that our audience will enjoy it too.”

     

    Added Anu Joseph, Chief Creative Officer, Creativeland Asia: “Amidst the pandemic situation, there are so many frontliners who are putting society over self. This Cinthol Original ad narrates the story of Doctor Amma and her journalist daughter, both frontliners. The daughter assuages the mother’s concern of her protection by telling her that she follows her mother’s advice of putting society over self and protecting her skin with Cinthol. The ad carries forward Cinthol’s legacy of being a doctor recommended brand, while at the same time paying a tribute to the workers on the frontline.”

     

     

  • The film gives an all-new take on experiencing adventures indoors

    Cinthol launches new TVC

    By A Correspondent

     

    In a new TVC, Cinthol Cool and Cinthol Lime Fresh have launched a reprised version of the ‘Alive is Awesome’ campaign which started in 2012. The film has been conceptualised by Creativeland Asia and produced by Nirvana Films.

     

    Sharing his thoughts on the new film, Sunil Kataria, CEO – India & SAARC, Godrej Consumer Products Ltd (GCPL), said: “Cinthol is among the iconic brands that we have at Godrej Consumer that enjoys a very strong affinity with its consumers pan India.  2020 has made market innovations happen at a rapid speed, made us reinvent our strategies, shoot campaigns at home, be more agile and execute new product launches within months. With this new and improved approach, we wanted to come out with something that would help connect with our stakeholders in a meaningful manner, so we decided to recreate one of our most successful films from the past with a touch of the topical sentiments. This new film on Cinthol Lime and Cinthol Cool conveys the brand’s core proposition relevant to the current times and we are optimistic that our audience will enjoy them too.”

     

    Added Anu Joseph, Chief Creative Officer, Creativeland Asia: “Cinthol’s philosophy of Alive is Awesome is built on enjoying every moment to its fullest. Alive bathing experiences in the outdoors is at the core of brand. In this pandemic situation, travel and adventure aren’t feasible. But, Cinthol, with its refreshing range of Lime and Cool soaps, promises you to bring alive that experience in your shower. That’s what this film, which is also a throwback to Cinthol’s iconic 2012 ad, communicates.”

     

     

  • Campaign conceptualised by Creativeland Asia and Baaash Digital

    Creativeland Asia & Baaash Digital executes campaign for Cinthol

    By A Correspondent

     

    Cinthol has launched a monsoon focused campaign for Cinthol Confidence+, that has been conceptualised by Creativeland Asia and Baaash Digital. The central theme of the campaign is to overcome the fear of falling ill because of germs or getting dirty in the monsoon.

     

    Sunil Kataria, Business Head-India and SAARC, Godrej Consumer Products Limited (GCPL) said, “Monsoon tends to put a brake on our daily lives, particularly sportsmen. The new Cinthol Confidence+ video is a moral boost from a coach to sportsmen and young people to get out in the monsoon without the fear of illness. Cinthol as a brand resonates with pushing your limits to the fullest to live every moment. Cinthol Confidence+ soap also assures 99.9% protection against germs and offers freshness with insta-deo fragrance.”

     

    Said Anu Joseph, Chief Creative Officer, Creativeland Asia: “Many of us prefer staying indoors during the monsoon, but Cinthol as a brand is all about embracing the awesome outdoors. So, with this campaign for Cinthol Confidence+ soap, we zoom in on the fear that keeps people inside during the monsoon. To do this, we needed a spokesperson, a mouthpiece, a motivational figure who would always push you to step out and play, when everybody else is urging you to remain inside. That’s where the Confidence+ Coach walked in with an inspirational take on going out in the monsoon and attaining the glory that awaits.”

     

  • Alpana Parida on the Cinthol ad, Dangal and the New Narrative where women do not seek empowerment… they are self-powered

    Enough! We will not be silent any more.

    A grab from the Cinthol ad

     

    By Alpana Parida

    The Cinthol ad follows Indian sportswomen who have braved odds and ridicule to simply follow their hearts and make a new destiny. The ad captures the new narrative about women (also portrayed very successfully in Dangal) who are no longer seeking empowerment. Empowerment implies someone else giving them power. Today – they are powered. Self-powered. The horrific video of a vile act on New Year’s eve in Bengaluru came to light only because the brave woman made it a point to seek out the CC TV footage and got the culprits nabbed.

    While the rest of the country is debating about the right and wrong of things, the inclusion and exclusion of women; women have wrested power beyond this dialogue to simply go ahead and do!

    Popular culture is capturing this sentiment – with movies like NH 10 or Pink, or a host of advertising that has such powered women. Even Piku has a single, attractive, career- and duty-driven woman as a protagonist. Gone are the days when single women were the maiden aunts – slightly desperate and worthy of ridicule – such as one in DDLJ.  Also, gone are the days when the strong shrew was simply asking to be tamed. Or she had an emasculated husband. NH 10 was remarkable that the female protagonist who leaves her husband’s party to go back to work for an upcoming product launch also has a husband capable of physical bravado.

    Whether it is brides-to-be calling on their greedy demanding in-laws to the wedding mandap, employees reporting their supervisors/ colleagues for sexual harassment, victims reporting rape and demanding justice or rebelling against parents and khaps to be with the men they love – women all across are saying:Enough! We will not be silent any more.

    What is equally heartening is that husbands, friends, brothers and fathers are supporting them in their stance, accompanying them to police stations and lauding their efforts. The transition from ‘shame’ to ‘anger’ seems well on its way and augurs well for the country.

    Utterly bewildering is the utter lack of support and a studied silence or downright stupidity from leaders in society. Politicians, godmen, film stars all largely seem resolutely quiet and unwilling to speak up at moments of national shame. If they do speak – it is to put their foot in the mouth and exhibit their regressive beliefs. The loss is theirs – as they are missing the opportunity of riding on a rising popular sentiment.

    Young women are also claiming power by having fun. By owning their place in the world,  by going out with friends, perhaps drinking, having a boyfriend, wearing clothes they would like.  Liberation is not as it used to be – a defiant stake in the ground. Today it is multicoloured, vibrant and euphoric. The age, which was weighed down with the old trappings of a hard-fought vehement struggle, is gone now. The dialogue of women seeking power is not a serious and deliberated action, it is simply a way of living. Coming back home alone after a party, in the wee hours, reveling with friends, living alone, the new normal is the unselfconscious woman who does not think twice about her choices. Having fun is her right. The oppressors can fight violence or aggression, but they suddenly lose imagination, and are weaponless before the mass appeal and nuanced logic of memes and social media movements such as the Pink Chaddi campaign.

    Young women across the board are powerful today. They live it, socially and financially. And nothing is going to keep them down.

     

  • Sam Balsara pays tribute to Parmeshwar Godrej

    By A Correspondent

     

    Parmeshwar Godrej

    This ought to have appeared last week. But when we met Sam Balsara last week on the sidelines of the Ad Club media review, we couldn’t help asking him to write this as he was reminiscing his interactions with Mrs Parmeshwar Godrej, who had passed away a few days earlier (October 10). One of the most high profiles socialites in the country,  Godrej was in recent years known for her work on the fight against AIDS with the Heroes Project that she set up with actor Richard Gere. Earlier, she was known for the branding and advertising initiatives for the Godrej group, especially for Cinthol where she got former cricketer Imran Khan to endorse. Here’s the tribute from Sam Balsara:

     

    It’s difficult to believe that Mrs Godrej is no more. That she was an outstanding lady is an understatement and obvious to those who came in touch with her. I was fortunate to work closely for her. Her first brush with advertising was with brand Cinthol when she wanted to shoot Imran Khan for Cinthol in the 90s. And she wanted the ad to be shot and put on air the next day and I did. I didn’t think it was possible but I tried and succeeded. Such was her drive and determination and enthusiasm that it was difficult to say no.

     

    She always achieved the impossible or improbable and came out with flying colours.

     

    Post Imran, she went on to create outstanding advertising with Vinod Khanna for Cinthol shot by Shantanu Sheorey, with Dimple for Crowning Glossy shot by Zafar Hai and many others.

     

    When Khyber restaurant got burnt, she redid the interiors completely with Hussain and Anjali Ela Menon and kept a burnt down wall intact that drew critical acclaim from the most celebrated professionals.

     

    Sam Balsara

    She was bold, gutsy, down to earth, a creative mind in the real sense of the term and had the pulse of the common man despite the rarefied environs she lived in. There can never be another Mrs Godrej.

     

    Sam Balsara is Founder, Chairman and Managing Director, Madison World

     

  • The campaign builds on the core Cinthol brand philosophy of 'Alive is Awesome', and has been conceptualized and executed by Creativeland Asia

    Cinthol creates ‘Alive is Offline’ for the digital medium

    By A Correspondent

     

    Cinthol has announced the rollout of a new integrated campaign, ‘Alive is Offline’, to encourage people to disconnect from the Internet and spend some time adventuring in the real world instead.

     

    The ‘Alive is Offline’ integrated campaign is anchored by a film that depicts the journey of a man adventuring through wild terrain, keeping away from his smartphone, the Internet and social media. It showcases how rewarding a life of nature and adventure is, if people would only give it a chance.  And finally, the film is also a convincing demonstration of how “the world is more beautiful than the World Wide Web.’

     

    The campaign builds on the core Cinthol brand philosophy of ‘Alive is Awesome’, and has been conceptualized and executed by Creativeland Asia.

     

    Sunil Kataria, COO – Sales, Marketing & SAARC, Godrej Consumer Products Ltd. said, “Three years ago, Cinthol began its journey of talking to the young, live-for-the moment India through its brand philosophy of Alive Is Awesome. Through this campaign, we aim to strike a chord with a generation that’s conscious of how much they’re online and glued to one screen or another. #AliveIsOffline is a brilliant effort that builds on the brand philosophy in a manner that’s both insightful and inspiring. It urges addicted netizens to take away ‘media’ from ‘social media’ and leave one to only be social, to be social with nature, fellow companions and more importantly, with themselves.”

     

    On the campaign thought, Anu Joseph, Executive Creative Director, Creativeland Asia shared, “Most of us are guilty of staying connected – answering calls, replying to emails, posting, liking, tweeting, commenting, forwarding – even during our breaks. We go on holidays, but never go offline. We are never alive in the moment. Alive is Offline is Cinthol’s attempt at reminding people to lead more balanced, more fulfilling lives. To go offline because “this world is more beautiful than the world wide web.”

     

    The film opens on a scenic landscape shot, which is rudely interrupted by the sound of a phone ringing. When the phone call goes unanswered, an Interactive Voice Response (IVR) starts saying, “The person you are trying to call is currently busy”. The phone rings yet again while a man is basking in the sunrise. He remains oblivious to the phone ringing next to him. The IVR says, “The person you are trying to call is currently busy.” This time the IVR continues to speak and explains the philosophy behind ‘Alive is Offline.’ What follows next is best explained as a juxtaposition of what happens in the online world against complementary acts the man does in the offline world.

     

    As part of the teaser phase of the campaign, Cinthol’s Twitter handle  created #Addicted and #AliveIsAwesome, and posed a simple question to its 12.4 K followers- ‘What would you give up your Twitter handle in exchange for?’ This was to make its followers question their own addiction to Twitter and social media on the whole. The campaign received multiple responses. These tweets were monitored and followers were constantly pushed through the day to think deeper about their social media addiction.

     

    On the day of the launch, the #AliveIsOffline film managed to clock 11k plus shares, indicating a very high engagement rate.

     

    Following the teaser and the launch phase, Cinthol will create and promote #AliveIsOffline through user engagement activities on Facebook and Twitter.

     

    Customized caller tunes will also be made available for download, using the same IVR device deployed in the film in a fun and entertaining manner.

     

    The film is produced by BWP Totem Productions.

     

  • Yet another digital innovation by the brand helps one realise that one's world is more beautiful than the World Wide Web

    Cinthol takes to social media with #AliveIsOffline

    By A Correspondent

     

    Cinthol has released its latest digital campaign #AliveIsOffline on social media. The campaign took off with a teaser on twitter and is now reaching millions through a refreshing video which inspires the viewers to take some time off to travel and connect with the world around sans the internet.

     

    The inspirational video strikes an emotional connect and leaves one with a thought of how we are slowly getting strangled by the spider of the thriving World Wide Web. The video transcends the viewers to a forgotten world which can be logged into without a password. It is a wakeup call that urges you to switch to your offline mode once in a while. Weaved in with beautiful lines and picturesque scenes the video is an effective reminder of the breathtaking offline world that should be revisited.

     

    Sunil Kataria

    Sunil Kataria, Chief Operating Officer, Sales, Marketing and SAARC, Godrej Consumer Products Limited, shared, “In a world which is getting sucked into digital and where the youth of today is by default a digital native, this campaign idea of Alive is offline takes the Cinthol brand philosophy of Alive is Awesome forward in a very interesting way. Today we are so addicted to the world of social media that we take pictures only to post them, we check-in before enjoying the beauty around and make conversations only so that they trend. The meaning and beauty of travel to soak in the calm or appreciate a scenic view is lost while we are busy clicking pictures.

     

    #AliveIsOffline is a brilliant effort that urges addicted netizens to take away ‘media’ from ‘social media’ and leave one to only be social, to be social with nature, fellow companions and more importantly, with themselves.”

     

    Apart from the digital video, Cinthol plans to spread this thoughtful philosophy of #AliveIsOffline through online content partners and sought after tweeters. The brand hopes to touch the minds of as many as 10 million viewers through online content experts and Twitter influencer partnerships respectively.

     

    The video is the brainchild of Cinthol brand team and Creativeland Asia. Captured amidst the scenic forests, valleys and breathtaking waterfalls of Kerala this digital video is an eye opener and a thought starter.

     

  • The latest campaign, created by Creativeland Asia, is released digitally and on television to spread the spirit of conquering fear and germs

    Creativeland Asia unveils campaign for Cinthol Confidence+

    By A Correspondent

     

    Cinthol Confidence+ has unveiled a new campaign for the soap that assures 99.9 per cent germ protection with an ‘insta-deo’ fragrance feature. The campaign has been conceptualized and created by Creativeland Asia.

     

    While the Cinthol Confidence+ kick-started their digital campaign on Independence Day, the television campaign has just been unveiled and is an inspiring video that 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.

     

    Sunil Kataria, Chief Operating Officer, Sales, Marketing and SAARC, GCPL shared, “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. However, current 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. Cinthol Confidence+ 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.”