Cinthol encourages people to celebrate the great outdoors this monsoon
Cinthol is a brand that has been synonymous with having a great time outdoors. The brand ethos is about stepping out of one’s comfort zone, exploring and being one with the natural surroundings. The brand has now launched a monsoon focused campaign for Cinthol Confidence+, 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. The film is effectively narrated by a Cinthol Confidence+ coach who encourages people to step out this monsoon without the fear of dirt or germs. The inspiring coach pushes people against all odds and motivates them to put their best step forward without the fear of any obstacles.
In the video, the coach is portrayed as an inspirational figure who spells out why everyone must step out, take on the monsoon and claim the glory that defines their true self. He emphasises how muck, grime and dirt do not stand a chance when one has Cinthol Confidence+ soap in their corner.
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 per cent protection against germs and offers freshness with insta-deo fragrance.”
Elaborating on the campaign, Anu Joseph, Chief Creative Officer, Creativeland Asia, said, “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.”
With the advent of monsoon, people have to face delays and unwanted hassles each day. Outdoor activities that may be a part of our daily lives tend to take a backseat in this season. This behaviour in particular takes a toll on the routine training sessions followed by sportsmen. Illnesses related to monsoons may also be one of the reasons for this behaviour. With Cinthol Confidence+ germ protection soap one can leave all the worries behind.