Cinthol has created a film for digital channels paying tribute to resolute female athletes. The film builds on the brand's core #AliveIsAwesome proposition, and has been conceptualised by Creativeland Asia.
The film takes us through the training routine of a few female athletes. The narrative brings out the troubles they face as society throws several hurdles and questions at them. The narrator, speaking for a bunch of women athletes, says that she doesn't care about what the society thinks of her as she gets to her training sessions and goes on with her job of becoming a successful athlete. As the scene shifts to the arenas the respective women take to showcase their skills, the narrator says, 'I am ready'. The athletes join in to say, 'I am ready. Ready for Awesome'. The film signs off with a super that reads 'Ready for Awesome' before the brand message 'Alive is Awesome'.
Ajay Dang, head marketing, Godrej Consumers Products, said, “The latest #ReadyforAwesome film is yet another digital innovation from our flagship brand Cinthol. The video is not just about sports; it’s a metaphor for today’s woman who is ready to accept challenges and deliver on her own terms. It’s an ode to all women who want to achieve their dreams under any circumstance. We believe that this communication will relate to our female target audience and instill a sense of pride for their achievements."
Anu Joseph, chief creative officer, Creativeland Asia, said, “Women in sport have now taken centre-stage in India. Sport is a precursor of what’s coming and perhaps the most symbolic of all bastions to be felled by women. Indian women, in all walks of life, are 'Ready for Awesome'. There’s no holding them back. Sorry, they aren’t listening. And Cinthol Women is a reflection of this palpable spirit.”
Agency: Creativeland Asia
Director: Karthik Ramnathkar
Production house: Balls Worldwide