Campaign India Team
Apr 15, 2016

Cinthol deo makes ‘sacrifice’ to turn ‘messiah’, is ‘reborn’ as DeoStick with 3X promise

Watch the ad film conceptualised by Creativeland Asia here

Cinthol has rolled out DeoStick, a cream-based deodorant. Communicating this is a TVC conceptualised by Creativeland Asia, which is currently on air. 
The film opens by introducing the Cinthol DeoStick. A voice over says that it could have been a spray-based deodorant, but it made a ‘sacrifice’. Taking the exaggerated humour route, a front page newspaper headline questions the ‘sacrifice’, So do a woman dropping down from a plane with a parachute and a mountain climber. It is explained that the ‘sacrifice’ was because the market required a product (‘messiah’) like this one. The product benefits and price are spelt out amidst shots of people engaged in fitness activities and the like.
Sunil Kataria, business head India and SAARC, GCPL, said, “We constantly strive to give our consumers the best of personal care products and bridge the gap between consumer needs and what is available in the market. Cinthol has always been innovating to cater to the changing consumer needs of the youth. With the summer season just around the corner, we have launched Cinthol DeoStick , a unique crème-based deodorant that lasts genuinely long, is safe on skin and comes at an affordable price of Rs 69. We have reinvented the deo space with this revolutionary product which will appeal to our consumers and the TVC very aptly showcases the concept of DeoReborn.”
Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, said, “With Cinthol DeoStick, we weren’t just launching a new product, but a whole new category. So, there were quite a few boxes to tick, while still making sure that it was in the Cinthol world we’ve been defining over the last few years. We believe the product has the potential to not just increase deo penetration in the market, but also potentially reposition the category in people’s minds.”
The DeoStick is different available in variants for men and women. 
Client: Cinthol DeoStick
Agency: Creativeland Asia
Production house: 10 Films 
Director (film): Raylin Valles
Campaign India