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.