Generations have changed but brand Cinthol from Godrej has managed to remain relevant despite the changing consumer tastes and lifestyles. Some brands just know the pulse of their audience and Cinthol is one of them. How this iconic brand which has been a mass market product for more than 60 years changed its positioning to become a premium youth brand is a story waiting to be told. Sunil Kataria, the COO, Sales, Marketing and SAARC, Godrej Consumer Products will narrate how the brand has changed over the years at Pitch CMO Summit in Delhi on March 27. The theme of the annual event this year is “Reinventing Brands”.
For years Cinthol was known for its macho image, being associated with actors like Vinod Khanna, Milind Soman and former cricketer Imran Khan. But eighteen months ago the brand reinvented its positioning through the much talked-about “Alive is Awesome” campaign. “Through this campaign the brand thought and design changed and it became a youth focused premium brand. It now focuses on the youthful, explorer mindset,” explains Sunil, the COO of Godrej Consumer Products. The brand’s product portfolio has changed to include several products in the personal care and grooming category. The campaign has tried its best to establish the brand in the youth space. It recognises a young India that is alive, adventurous and international in its appeal. What were some of the challenges Cinthol faced during this makeover? Has it been able to capture the youth’s mindset? How did the campaign reach out to the target audience? What makes Cinthol an iconic brand and lately an iconic youth brand? These are some of the questions Sunil is all set to answer at one of the biggest platforms for marketers.
Sunil Kataria joined GPCL in February 2011 and holds the dual responsibility of heading the India Sales and Marketing Organisation as well as overseeing the business operations of the SAARC countries. He has a diverse work experience across the FMCG and Consumer Services sectors in Sales, Marketing and Business roles. During his highly successful stint of 12 years at Marico Industries, he was instrumental in modernising the Parachute brand architecture. He has also served as business head for retail and telecom.