Feel alive this summer with Cinthol’s new brand campaign

 Cinthol, one of India’s leading soap brands has been an integral part of consumers’ lives over the past seven decades. Initially starting out as a deodorant soap, Cinthol has consistently stayed relevant by constantly evolving itself with changing consumer needs. A decade ago, Cinthol launched the philosophy of Alive Is Awesome that evoked the intense experience of feeling alive. This evolution fostered a fresh, new connection with its young, adventure-seeking audiences, which catapulted the brand to even greater success. Since then, Cinthol has stayed true to its core brand promise- providing freshness to consumers.

The brand’s new advertising campaign, titled ‘Cinthol Lime - Alive is Awesome 2023’ takes this journey forward. Set in a sweltering desert, the film follows a group of friends as they embark on an exciting journey. Along the way, they unexpectedly discover an oasis of freshness with Cinthol Lime Soap. What happens next is nothing short of an Alive Adventure. Conceptualized by Creativeland Asia and directed by noted filmmaker Prakash Varma, the TV campaign encourages consumers to embrace new adventures without hesitation even amidst the sweltering heat, for Cinthol Lime is all they need for an invigorating and awesome bathing experience!

Speaking about the new campaign, Ashwin Moorthy, Chief Marketing Officer - India, Godrej Consumer Products Ltd (GCPL) said, “For decades, Cinthol has espoused a strong consumer insight; that freshness lends confidence & freedom. Over the years, we have consistently executed insightful & exciting advertising on the powerful ‘Alive is Awesome’ brand communication idea. This new execution, where adventurers in an unbearably hot dessert are rescued and relieved by Cinthol Lime is a metaphor for what the brand consistently offers consumers – the relief of freshness in hot summers, to enjoy the season with confidence and freedom.”

Anu Joseph, Co-Founder and Creative Vice Chairman, Creativeland Asia said, "With Cinthol, we continued on our journey of alive bathing experiences. It's been more than a decade of ‘Alive is Awesome’ and with every season the adventure has gotten bigger and more exciting. What better than to be air-dropped into a cold waterfall, after being picked up from a cruel hot summer day."

Watch the TVC here: