: Brand Saga: Cinthol’s Alive & Awesome marketing stance targetted at the contemporaries #IndiaNEWS #Brand Saga The 68-year-old brand, Cinthol has evolved with time and now has been working towards

Brand Saga: Cinthol’s Alive & Awesome marketing stance targetted at the contemporaries #IndiaNEWS #Brand Saga
The 68-year-old brand, Cinthol has evolved with time and now has been working towards the millennial gaze. In the second part of the Cinthol advertising journey, we dig deeper into its latest positioning ‘Alive is Awesome’ as the brand looks to crack the ‘cool’ quotient.

With the likes of late actor Vinod Khanna, ace cricketer Imran Khan, and Shah Rukh Khan, endorsing the soap, Cinthol has had its share of stardom since the early days. The benchmark was set and the vintage soap brand could not afford to undertake a marketing gimmick that would fail to strike a chord with its consumers. The concluding part of the saga takes a sneak peek into the new chapter of the Cinthol advertising journey.

Cinthol Advertising Journey- Alive is Awesome

After making waves with Hrithik Roshan as the face of the campaign, Cinthol forged an innovative tie-up with Shah Rukh Khan starrer Ra One in 2011. The TVC featured SRK endorsing the special edition Cinthol Ra One as the action hero exuberated superhero confidence and style synonymous with Cinthol Deodorant.

The cans carried a special edition fragrance and also had the picture of SRK as his movie character – G. One. To entice the consumers, the brand launched an SMS contest wherein the lucky draw winners every fortnight won prizes and meet and greet.

Cinthol in 2012 underwent a major revamp when it decided to shift the focus on youth and make the brand more millennial-friendly- all while keeping the ‘confidence quotient intact in its communication.

Cinthol joined hands with Creativeland Asia and Nirvana Films to demonstrate the brand new philosophy- Alive is Awesome- and launch a 360 degree integrated campaign to amplify the messaging across all mediums. The campaign marked Cinthol’s invigorating comeback and its entry into the Indian personal grooming market with new positioning, revamped product range.

As part of the campaign, the agency introduced the concept of ‘Alive Bathing’—the spirit of feeling alive every time one held the Cinthol soap bar and made ‘Alive is Awesome’ appealing to millennials by repositioning the concept of bathing as an experiential adventure activity.

Unusual for the Cinthol advertising journey and ditching the celebrities, the one-minute-long commercial this time featured youthful outdoorsy people who are driven by the sheer joy of living. Inspiring a culture of feeling alive and making the brand synonymous with ‘Adventure Bathind?&KH???????Y]?[[KY?[??H[??X??[?ZY?[????[?[?[?]?]Y[???Z?H8?&H??[??x?&H
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