The TVC campaign for Cinthol, conceptualised by Creativeland Asia and produced by Nirvana Films, gives a fresh new take on experiencing adventures indoors.
2020 has been a pivotal launchpad for businesses for creating new strategies, breaking new ground, and defining new norms. For Cinthol, these new norms posed new challenges. It had to relook at its roadmap in this changing world. In their new TVC, Cinthol has launched a reprised version of the campaign ‘Alive is Awesome’ that was first seen in 2012.
The film shows the perspective of someone who craves to go out and misses new adventures. But on unpacking the soap, he is then greeted by a massive wave of freshness. It addresses the tough times where outdoors are closed and adventures are uncertain and show how despite all, Cinthol soaps can bring that sensorial outdoor freshness home to you.
Sharing his thoughts on the new film, Sunil Kataria, CEO – India & SAARC, Godrej Consumer Products Ltd, said, “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.”
Anu Joseph, Chief Creative Officer, Creativeland Asia added “Cinthol’s philosophy of Alive is Awesome is built on enjoying every moment to its fullest. Alive bathing experiences in the outdoors are at the core of the 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.”