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.