Cinthol lathers up with 'confident' new campaign

The company takes on the youth and a Rs 3,000-crore health soap segment with its new product. We ask experts if the inspired commercial hits the spot

e4m by Ankur Singh
Updated: Sep 5, 2014 3:06 AM
Cinthol lathers up with 'confident' new campaign

Godrej Consumer Products (GCPL) is expecting a revenue booster on the back of its newly-launched health soap Cinthol Confidence+. As the company positions this brand as "a new-age soap for young India," it marks its foray into a Rs 3,000-crore health soap segment that is already dominated by Lifebuoy from HUL and Dettol from Reckitt Benckiser.

According to a company statement, 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 per cent germ protection with an ‘insta-deo’ fragrance which provides for a “great bathing experience”. The campaign has been conceptualised and created by Creativeland Asia.

Cinthol Confidence+ kick-started their digital campaign on the occasion of Independence Day. The television campaign has been on air for 10 days now. The company claims that the video 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 film features a background score featuring the lyrics of the inspirational ‘Hum Honge Kamyab’ set to a more contemporary arrangement. It shows youth from the armed forces, health camps, oil rigs, football teams, desert safaris and even children going about their day confidently, unfazed by the dust and grime thanks to Cinthol Confidence+. The film ends with the voice over introducing the new soap which promises 99.99 per cent germ protection.

The campaign puts the young inspiring professionals under the lens of ‘Alive is Awesome,’ Cinthol’s brand promise. 

Watch the video here:

Makers speak

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 with 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 this functional need of the product, and addressed the attitude with which people fight the on-going battle of dirt, crowd and germs."

Sunil Kataria, Chief Operating Officer, Sales, Marketing and SAARC, GCPL said, “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. Existing health soaps are incomplete without great sensorials that Cinthol Confidence+ soap does. It is a complete health soap that meets the expectations and aspirations of the youth.”

Experts speak

Nilanjan Dasgupta, Executive Creative Director, Kolkata and Chennai, Rediffusion Y&R, said, “Well executed. Bang on confidence. The remix "Hum Honge Kamyab" version sounds good. There's scale and the variety of situations in the montage does justice to the various usage of the product. Overall a nice attempt.”

Aneil Deepak, Executive Director, DDB Mudra Group and Head of Ideas, DDB MudraMax, has a counterview. He says, “When you drop a celebrity and put that money to work, this is how sexy an ad can become. Music disappoints. The girl in a ganji looks like an afterthought. As if an AE reminded the makers of the demographic. Everything was good until, they said Alive is Awesome. Excuse me, where did that come from?”

The brand has launched a powerful digital campaign to promote the product. The video was streamed on YouTube and other social media platforms and has received 2.3 million views before it was rolled out on television.

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