Post the wins of two Godrej brands in October 2011, Creativeland Asia has bagged a new business from the company – that of personal care brand Cinthol. The business will be on the retainer model, and was won following a pitch. The incumbent agency is Orchard Advertising.
The task assigned to Creativeland Asia is to revamp Cinthol with fresh new thinking while making it relevant for today’s consumers and their needs. The creative mandate is integrated (including ATL, BTL and digital).
Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, said, “Godrej has shown immense faith in Creativeland Asia. Working on Godrej Expert was an interesting challenge and the response from our client-partners has been very encouraging. Taking this partnership ahead, I am excited to work on Cinthol. Right from the 1980s, Cinthol has been an iconic brand. We all remember the days when it was endorsed by popular celebrities such as Vinod Khanna. We need to simply recreate the magic and the stature Cinthol enjoyed in the past.”
Sunil Kataria, head of sales and marketing, Godrej Consumer Products, said, “Creativeland Asia has a fresh and creatively unique approach to brands. Cinthol is an iconic brand with huge potential. We look forward to a strong association with Creativeland Asia as we work towards unlocking Cinthol's immense potential.”
According to Kurup, the agency will bring on board 10 to 15 new people to handle the business.