Godrej Consumer Products has launched bathing soap Cinthol Confidence+, for which Creativeland Asia has conceptualised a campaign. A film was launched on digital platforms before going on air from 22 August.
The film features a background score on the lines of the patriotic song 'Hum Honge Kamyab' (We shall overcome). 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.
Sunil Kataria, COO, 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. However, current health soaps are incomplete without great sensorials. Cinthol Confidence+ soap, breaks the norm of the regular health soap by offering 99.9 per cent germ protection while being infused with great insta-deo fragrance. Cinthol Confidence+ is a 'complete health soap' which perfectly fits the youth expectation, being an aid to their aspirations.”
Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, said, "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 in 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 touching upon this functional need of the product and addressed the attitude with which people fight the on-going battle of dirt, crowd and germs."
Client: Godrej Consumer Products
Creative agency: Creativeland Asia
Production house: Mad Studios