Remember the old Cinthol ad with Pakistani cricketer Imran Khan, which was the talk of the town. And later, with actor Vinod Khanna, who provided the brand the same masculine panache. For many years, Cinthol, a Godrej Consumer Products’ brand, had an alpha male positioning, but then it moved to families and then women. Recently, Cinthol took a U-turn and went back to its alpha male positioning with a new TVC featuring actor Hrithik Roshan.
“Regardless of how the promise was articulated, Brand Cinthol has always stood for ‘confidence’. The new communication has a masculine tonality, but it is targeted at young adults who aspire to an active lifestyle,” said V. Suresh, VP, Marketing, Godrej Consumer Products.
“Alpha male was the classic Cinthol personality. It is revisiting that aspect of its personality, but in a very contemporary manner now,” said Thomas Xavier, National Creative Director and MD, Orchard Advertising. Orchard handles the creative duties for Cinthol.
Cinthol has recently launched a racy, adventurous TV commercial which features its new brand ambassador, Hrithik Roshan, a new baseline and trendy new packaging for the range of soaps, deos and talcs. But with all these new elements, it has also taken Cinthol back to when its brand theme was masculinity and virility.
The ad has been created by Orchard Advertising. Ajay Menon and Hemant Kumar of Orchard Mumbai worked on the creative idea and the script.
Extreme sports were depicted because these are the embodiment of the confidence and excitement associated with an active lifestyle in a masculine and unique manner.
The brief given to the agency was that the TVC should reflect the aura of Brand Cinthol and appeal to the youth, engage them, and express the most prominent characteristic of the brand – its ability to create ‘Unstoppable Confidence’. So, the baseline, ‘Don’t Stop’, has been adopted.
Suresh says, “Our consumer research indicates that Cinthol is closely associated with ‘achiever’s confidence’ – achievers who move forward towards excellence despite trials and challenges. Brand Cinthol allows achievers to pursue an active lifestyle without compromise and lends them the confidence they need to succeed despite the demands of a modern lifestyle.”
The communication also showcases an avant garde packaging design for Brand Cinthol across the franchise, including soaps, talcs and deodorant sprays. The overall look and feel of the new range is modern and stylish in keeping with what consumers want from personal care and grooming today.
The campaign has been directed by Abhinay Deo of Ramesh Deo Productions. It was shot over a week in Kuala Lumpur, though some shots were taken in Mumbai. The music was composed by Ram Sampath.