Cithol Campaign - "being alive is awesome"

By , Biki Sonar UNIVERSAL BUSINESS SCHOOL

IMC CAMPAIGN “ALIVE IS AWESOME”

Introduction:

• Started in 1952, Cinthol was India’s first deodorant and complexion soap brand.

• Since the beginning, Cinthol has been evoking confidence and freshness in its users.

• In the year of 1902 - Godrej makes its first Indian Safe

• In the year of 1918 - Godrej Soaps Limited incorporated

• There the company launch the various soap category in the market .

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SITUATION ANALYSIS

Cinthol is one such iconic brand which now has the daunting task of bringing the old glory back. The neglected 60 year old brand from Godrej's stable saw some activity in 2008 when the brand was re-packaged and Hrithik Roshan was introduced to endorse the brand.

The brand also saw a new tagline " Don't Stop" . Some hope was restored about the brand's future. But alas, the enthusiasm was temporary and the campaign died down.

For the last couple of years, the brand went again into slumber except for some sporadic campaigns.

Now with much hope, the brand owners have decided ONCE AGAIN to reposition Cinthol. The brand will be launching the new campaign, i.e " Being Alive is Awesome ".

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Campaign Objectives

• They make an brief key that life insight that we’ve picked up from the last decade: that young India is really looking to live life to the fullest.

• They also has an idea to create The World is full of Clean and fresh and they use This Symbol.

• To bring the whole world in a Total Smart Care.

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• To create an Unique Image and identity where the sports passionate and traveler people

• Creating a greener India: • Brighter living" is a unique vision with an inclusive approach aimed at

creating a greener India. Developed with intelligent technologies.

• Design and deliver environmentally superior products which are energy efficient.

• Green Think

• Green Approach

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CAMPAIGN STRTEGY:

• Cinthol has embarked on a campaign to introduce its brand revamp.

• Complete with a new range of soaps, shower gels and deo’s.

• A film to communicate the new 'Alive is awesome' positioning features young people engaged in 'adventure bathing' across the world, singing cheerfully about their 'feeling awesome'.

• The voice over promises that one would feel 'incredibly alive' with Cinthol's new range of products.

• They make a treasure with VIRAT KOHLI , where is written “Guess what’s going on in VIRAT’S Mind“

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• At the start of the campaign “ ALIVE IS AWESOME ” ,

• They are focused to make an audio video clip by choosing adventures Young Traveler and then make an outstanding campaign.

• They provide an opportunity to the farmer to Build the High productivity.

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EXECUTION:

DIGITAL MEDIA : • Using digital media they made various experiment and the result which is

comes out is very positive . • By executing of this campaign the company reached a milestone and get

very positive awareness in there Facebook page.

• The video clip of ‘Alive Is Awesome’ are reached more then 300 subscriber and more then 6,500 viewer.

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• They also used the print Media where they Put adds in the Newspaper pages.

• And they also used some Hoding's and bill-boards adds in the

Hi-tech city and try to promote a Lot.

• They Made a Contest : Welcome to #CHALLANGEVIRAT

PRINT MEDIA

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CAMPAIGN RESULT

• This Campaign create a huge Awareness throughout the world and basically those who are adventures.

• They Got Succeeded in the Concept “REDUCE REUSE AND RECYCLE” [R3]

• The amount of People who love Virat Kohli’s Challenging Audio Visual they are willing to Use and Fell the product.

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THANK YOU …. [email protected]

Cithol Campaign - "being alive is awesome"

Marketing

Transcript of Cithol Campaign - "being alive is awesome"