Cinthol Confidence+ presents a new experience for the go-getter young India

The campaign by Creativeland Asia positions Cinthol Confidence+ as a complete health soap for young India which is fearless and infused with energy to achieve their aspirations, undaunted by challenges, under the lens of 'Alive is Awesome,' Cinthol's brand promise

e4m by exchange4media Staff
Updated: Aug 25, 2014 8:11 AM
Cinthol Confidence+ presents a new experience for the go-getter young India

Cinthol Confidence+ “a complete health soap”, is a new entrant in the Rs 3000 crore health soap segment. It is positioned as a new age soap for young India which is fearless and infused with energy to achieve their aspirations, undaunted by challenges. The existing products are perceived to be for kids only, with a medicinal fragrance. Cinthol Confidence+ is a “complete health soap” for the youth, assuring 99.9% germ protection with a great ‘insta-deo’ fragrance which provides for a great bathing experience. The campaign has been conceptualized and created by Creativeland Asia.

Cinthol Confidence+ kick-started their digital campaign on the occasion of Independence Day and the television campaign flags off today with a video that captures the spirit of young and dynamic India. Be it professionals in the armed forces, health camps, heritage sites or mega infrastructure development sites, they go about their job confidently, undaunted by dust, grime and germs. The campaign puts the young inspiring professionals under the lens of ‘Alive is Awesome,’ Cinthol’s brand promise. The aura of the commercial is strengthened with upbeat background score and lyrics and the tune of ‘Na Darr Kisi Ka Aaj’ across languages.

Sunil Kataria, Chief Operating Officer, Sales, Marketing and SAARC, GCPL shares, “Currently, the health soap market is focused mainly on kids. However, it is not just children, but even youth who need protection as they battle dirt and grime while following their passion. However, current health soaps are incomplete without great sensorials. Cinthol Confidence+ soap, breaks the norm of the regular health soap by offering 99.9% germ protection while being infused with great insta-deo fragrance. Cinthol Confidence+ is a “complete health soap” which perfectly fits the youth expectation, being an aid to their aspirations.”

Sajan RaJ Kurup, Founder and Creative Chairman, Creativeland Asia, says, "The communication comes from a simple insight that dirt, crowd and germs are fundamental obstacles that come in the way of every Indian's journey to success. The campaign idea is symbolic of people's confidence, which empowers them to go on in their daily lives despite the tough conditions in their external environment. The messaging in the health-soap category is largely restricted to protection from germs. We have gone beyond touching upon this functional need of the product and addressed the attitude with which people fight the on-going battle of dirt, crowd and germs."

This feeling of being fearless and a dream catcher attitude among the youth today is beautifully captured by the brand through its functionality as well as the commercial. The impactful video was streamed on YouTube and other social media platforms and has received 2.3 million views. It is all set to roll out on television.

You can watch the ad here:

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