Cinthol's #DeoItYourself Ball Pen Art Project digital campaign goes viral

Cinthol’s latest digital campaign #DeoItYourself Ball Pen Art project has set the social media ablaze with an awesome response of 4.5mn views through facebook & twitter and 3.2mn views across internet and mobile. The ‘Alive is Awesome’ range of Cinthol deodorants has broken the clutter by reaching out to millions with this ambitious three and a half minute digital video. It reveals the shocking truth of the alcohol based deodorants in the most unconventional way possible and manages to change the consumer perspective to a great extent. It successfully connects and compels one to think about the ill-effects that an alcohol based deodorant can cause.

The creative digital video has effectively conveyed the hazards of the skin inappropriate alcohol based deodorants in the coolest way possible. The digital video showcases Chamo, a Barcelona based international ball pen artist and his team. These creative masters create ball pen paintings on huge canvases and demonstrate their art live before people at beaches and other locations. People are then invited to spray their favourite deodorants on the paintings and what happens next forces them to rethink on their choice of deodorant. The ink paintings melt away instantly when sprayed with alcohol containing deodorants giving out the message of how harmful these would be for the skin if they are capable of doing this to ink.The climax is when these paintings are sprayed with the alcohol free Cinthol deodorants the ink does not smudge and the painting remains intact.

Sunil Kataria, ChiefOperating Officer, Sales, Marketing and SAARC, Godrej Consumer Products Limited, shares, “This digital campaign has surely broken the clichés with its unique concept. With the overwhelming response that the teaser and the digital video has garnered we can confidently say that we have managed to make the audience think and change their outlook towards alcohol based deodorants to some extent.”

He further added “If a stubborn ball pen ink can easily get smudged with alcohol based deos, you can just imagine what harm it can do to your skin. Cinthol deodorants are alcohol free and are safe for the skin. It is this essence of our product range that is effectively captured by this unconventional and engaging digital project.”

The video is the brainchild of team Cinthol and Creativeland Asia. Captured on the serene beaches of Goa this digital video is an eye opener and a thought starter that set the social media abuzz first through the teaser campaign on Twitter and later through YouTube and other social media platforms. The teaser campaign itself was a humongous success which reached out to 1.3mn users in two days. In the teaser phase, the Twitter followers of @GodrejCinthol were asked to tweet the brand of deodorant they currently use and why. This user response tweet was sketched using a ball point pen and then sprayed with the brand of deodorant mentioned in the tweet. To no surprise, the ink on sketch dissolved and smudged.

This was captured on video and shared with the user to reveal the damage. The#DeoItYourself Ball Pen Art Project videowas also shared with the user to inform that Cinthol deodorants are alcohol-free and skin safe. 

The unique digital project has inspired the youth to think and switch to what is safe with a simple, cool and unconventional thought provoking experience.