Godrej’s Cinthol brand has been re-launched in a new avatar with an integrated 360 degree campaign conceptualised and executed by Creativeland Asia. ‘Alive is Awesome’ (AIA) is the new philosophy of life and also the tagline of the brand.
“The new campaign introduces the concept of adventure bathing for today’s Indian consumer who is youthful and full of life. With this, Creativeland communicates Cinthol’s invigorating comeback, marking its entry in the personal grooming market with a new positioning, revamped product range and an aggressive marketing campaign,” says Raj Kurup, founder and chairman, Creativeland Asia.
The campaign will launch not just the revamped soap formulations in five different variants, but complete ranges of soap, talc, deo-spray and body wash in product variants of active, lime, sport, aqua and care.