Cinthol has stayed with the ‘Alive is awesome’ positioning unveiled last year, but upped the intensity with a brand ambassador, Virat Kohli, for its strong deos. The social media campaign and the film have been created by Creativeland Asia.
The brand released a teaser online four days prior to launch of the campaign on 1 March. The teaser, which is the first part of the TVC, shows a seemingly tense Virat Kohli seated in his dressing room before going out to bat. His thoughts are heard in a voice over – on the 11 players of the opposition waiting to stop him, on the seven-foot tall bowler raring to go at him, and so on. The teaser ends with him asking through a voice over ‘Pata hai mere andhar kya chal raha hai?’ (Do you know what’s going on in my head?)
#InViratsHead was trending worldwide in five hours of launch, according to an official statement. Built purely on social media, the teaser phase was led by a microsite where Virat Kohli responded to comments via video.
The full film reveals that he’s not tense, but raring to go at the bowlers. He breaks into an energetic song as he gets ready to enter the field, spraying Cinthol Deo along the way. The film ends as he makes his way to bat screaming ‘Alive is awesome’ into the camera, even as the strong deo variants make an appearance.
“The campaign stays within the ‘Alive is awesome’ realm, but we’ve adopted a slightly different take for deos. Cinthol Deo is about intense fragrances, and Virat fit the bill very well being a passionate, intense competitor on the field. So we said we’d take a peek into his head and see what’s going on inside. And that intensity is something we did not try and put into words, but showed in action. The response to the teasers has been fantastic, and the film goes on air today,” said Sajan Raj Kurup, founder and creative chairman, Creativeland Asia.
Client: Godrej Consumer Products Ltd.
Creative agency: Creativeland Asia
Production house: Nirvana Films
Director: Prakash Varma