Product / ServiceCINTHOL
Advertising Agency CREATIVELAND ASIA Mumbai, INDIA

The Campaign

The task was to revamp Cinthol, a 60yr old heritage soap brand, and make it appealing to young India. While Cinthol had its loyalists, over the years, it was perceived to be a brand for a slightly older age group. The brand had lost its appeal among the youth, which forms over 65% of 1.2 billion Indians. Instead of repositioning the soap, we repositioned bathing itself. We introduced the concept of Alive Bathing, the spirit of feeling alive every time one held the Cinthol soap. The Alive Bathing Project was launched with a commercial that showcased never-seen-before Alive Baths.

Success of the Campaign

Soon, the online community was buzzing with 'Alive is Awesome'. Over 85 influential bloggers shared their Alive Bathing stories. Our Facebook fans grew from 20,000 to over 250,000. In no time, Alive Is Awesome was trending on Twitter. Now, we have: - Over 300 types of baths. - 3 words that have entered common parlance, representing a fresh new way of life. - A 22% increase in sales, denoting a significant growth in the premium soap category. - Cinthol finally becoming known as a cool brand for young India.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We let people explore these baths on our Youtube Channel. They made India see bathing in a fresh, new light. We then announced the Alive Bathing Contest, inviting people to create, name and share their own Alive Baths. The response was nothing short of awesome. The contest received hundreds of surprising, inspiring and entertaining entries. To name a few - Gangnam Style bath, Psycho bath, Tattoo Removal bath, Tear bath, Monkey bath, Invisibath, Hobbit bath, Corruption bath, Toy bath, App bath and many more unique entries. We sent 5 deserving winners to the Andaman Island for an adventure of a lifetime and turned this into an engaging online Reality Show.


Name Company Position
Kartik Director Of Photography
Mikey Mcleary Music: Artist/Title
Karl Oskarsson Director Of Photography
Sally After Studio/Mumbai Editor
Prakash Varma Nirvana Films Director
Lisa D’costa Producer
Sneha Iype Nirvana Films Producer
Manisha Sharma Creativeland Asia Pvt. Ltd. Copywriter
Nisha Medhekar Creativeland Asia Pvt. Ltd. Creative Strategy Partner
Dharini Desai Creativeland Asia Pvt. Ltd. Digital Media Planner
Satya Shetty Creativeland Asia Pvt. Ltd. Digital Implementation Officer
Aksheit Sharma Creativeland Asia Pvt. Ltd. Account Producer
Charu Budhiraja Creativeland Asia Pvt. Ltd. Account Supervisor
Chintan Ruparel Creativeland Asia Pvt. Ltd. Copywriter
Sanket Avlani Creativeland Asia Pvt. Ltd. Art Director
Akshay Rajpurohit Creativeland Asia Pvt. Ltd. Copywriter
Tejali Shete Creativeland Asia Pvt. Ltd. Creative Director
Anu Joseph Creativeland Asia Pvt. Ltd. Executive Creative Director
Vikram Gaikwad Creativeland Asia Pvt. Ltd. Executive Creative Director
Sajan Raj Kurup Creativeland Asia Pvt. Ltd. Chief Creative Officer