Cinthol’s New Campaign ‘Alive is Awesome’ – Is It Really Awesome? | A Review From Marketing Bloggers

Posted on Oct 11 2012 - 9:14pm by Fayaz

Sometimes there is nothing worst in this world than watching a TVC. And then there are few ads which we love to watch repeatedly and we do remember the music, jingles, locations and even the characters.  One such ad that created the buzz among the people was ‘lalala..lalala..” from liril. The ad was all about waterfalls, abundant water and the girl, clad in a bikini splashing about in total abandon singing “la…la la la laaa..” with the signature liril tune. Waterfalls from kodiakanal to khandala are named after it. It was just awesome and it is still after 3 decades. Godrej as a competitor tried re-creating the same magic with vinod khanna ,  imran khan, shahrukh khan and hrithik roshan splashing in the water for its Cinthol ad. But it could not duplicate with all the hunks put together. With the changing trend, Cinthol has changed too.  The latest campaign for the brand conceived by Creativeland Asia has a bunch of youths bathing in the several waterfalls of the world.

When asked about the reason behind it, here is to say

“Our consumer research showed shifts in lifestyle and that every individual wants to live life to the fullest. Personal grooming plays a very important role in a person’s life, and we found a good opportunity there,” explains Sunil Kataria, EVP – marketing & sales, Godrej Consumer Products Ltd(GCPL), which owns Cinthol.

The campaign shows the bunch of young people bathing in open spaces with nothing else than Cinthol bar. The catchy tagline of the campaign “Alive is Awesome” perfectly fits the scenario, as “Just do it” fits for Nike. “Our task is to make the brand relevant to everyone young at heart. We had to reinterpret freshness and we chose outdoors and the unisex platform to build the brand.”  Says Sajan Raj Kurup, founder, CLA.

Itseems that the insights from consumer research influenced the GCPL to shift from their earlier promises of ’24-hour confidence’ & ‘long lasting freshness’ to ‘Alive is Awesome’.

Few viewers at first felt the ad was from liril and later they realized it as Cinthol. Well, Cinthol clearly made the brand visibility in the ad may be just to avoid these kinds of confusions.

But now the question is “Will it be able to capture the targeted segment- youth’s attention?”

Marketing Bloggers reviews this ad as the tagline says – ‘it’s just awesome’. It’s a good try from Godrej, from its previous campaign especially the music, locations and almost everything and a perfect ten for CLA (Creative Land Asia) team.

About the Author

Fayaz is the founder of Marketing Bloggers. Apart from the jibber-jabber he is Human by birth, Engineer by mistake, Marketer by Choice.. That says it all :)

2 Comments so far. Feel free to join this conversation.

  1. mallikarjun December 4, 2012 at 8:20 pm -

    female model is excellent……….

  2. Shrinidhi Hande July 10, 2013 at 10:36 pm -

    It is a nicely conceptualized ad

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