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Godrej plans to launch new ad campaign for Cinthol

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Godrej plans to launch new ad campaign for Cinthol

Godrej Consumer Products Ltd. (GCPL) plans to launch a new advertising campaign for the Cinthol brand. The new campaign created by Orchard (Leo Burnett), is an attempt to synchronise the various characteristics of the different attributes under the Cinthol umbrella.

GCPL has held a brand architectural workshop along with its agency, Orchard, to harmonise the imagery of Cinthol. The new campaign is expected to hit the media in the next two weeks. The Cinthol account changed hands from Ambience D’Arcy to Leo Burnett.

Cinthol’s marketshare in the toilet soaps industry stood at three per cent in value and two per cent in volume in May 2001. The total marketshare of Godrej’s soap brands was six per cent in May 2001, up from five per cent last year. Soaps contribute Rs 309 crores to the GCPL’s total income.


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