Creativeland brings cricket fans Alive with #InViratsHead for the new Cinthol Deo commercial

An inspiring superstar worshipped by many. The power of conversation through social media. Revelation. These elements were blended by Creativeland Asia to give shape to the new interactive campaign for Cinthol Deo. 

Earlier this week, began a seamless effort to cast Cinthol’s brand philosophy of ‘Alive is Awesome’ over cricket fans on the microsite www.cinthol.com/deo via a teaser film that had a tense Virat Kohli sitting in the dressing room before a match. The film ended with a simple question posed by the young superstar of Indian cricket and brand ambassador for Cinthol Deo, “Do you know what’s going on in my head?”

Built purely on social media, the teaser phase was led by the microsite where Virat Kohli personally responded to tons of interesting, surprising and entertaining comments via video in a candid tone.

Within 5 hours of its official launch on Twitter, #InViratsHead was trending worldwide. For over 24 hours now, it has been trending in India as well (all cities included), sometimes even above the 2013 union budget and the railway budget.

Fans from US, UK, France, Australia, Singapore, Pakistan and pan India have been posting their answers via Twitpics, Youtube videos and witty one-liners. With over 40,000 Youtube views, 15,000 tweets and countless Facebook shares and comments, the campaign has gone viral even before the reveal.

On Twitter especially, the estimated reach has been well over 14,00,000, making the brand’s Twitter followers grow by 300%. Total impressions have escalated to an unprecedented 10 million.

Boxed outside the many clichés of this category, the campaign is a focused attempt to liven up young India with the ‘Alive is Awesome’ spirit. Building on the momentum this teaser campaign is generating, the entire film is today released on the microsite and television. With a thumping track and a reveling twist, the film exposes a unique and never before seen side to Virat.

The film is directed by Prakash Varma of Nirvana Films.