Cinthol's new campaign encourages consumers to embrace new adventures during summer

Conceptualized by Creativeland Asia and directed by filmmaker Prakash Varma, the film titled ‘Cinthol Lime - Alive is Awesome 2023’ follows a group of friends as they embark on a journey.

A decade ago, Cinthol launched the philosophy of 'Alive Is Awesome' that evoked the intense experience of feeling alive. The brand’s new advertising campaign, titled ‘Cinthol Lime - Alive is Awesome 2023’ takes this journey forward. Set in a sweltering desert, the film follows a group of friends as they embark on a journey. Along the way, they unexpectedly discover an oasis of freshness with Cinthol Lime Soap.

Conceptualized by Creativeland Asia and directed by filmmaker Prakash Varma, the TV campaign encourages consumers to embrace new adventures without hesitation even amidst the sweltering heat. The ad follows the theme of the brand's campaigns over the years - that freshness can be achieved despite the hot summer.

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Speaking about the new campaign, Ashwin Moorthy, Chief Marketing Officer - India, Godrej Consumer Products Ltd (GCPL) said, “For decades, Cinthol has espoused a strong consumer insight; that freshness lends confidence & freedom. Over the years, we have consistently executed insightful & exciting advertising on the powerful ‘Alive is Awesome’ brand communication idea. This new execution, where adventurers in an unbearably hot dessert are rescued and relieved by Cinthol Lime is a metaphor for what the brand consistently offers consumers – the relief of freshness in hot summers, to enjoy the season with confidence and freedom.”

Anu Joseph, Co-Founder and Creative Vice Chairman, Creativeland Asia said, "With Cinthol, we continued on our journey of alive bathing experiences. It's been more than a decade of ‘Alive is Awesome’ and with every season the adventure has gotten bigger and more exciting. What better than to be air-dropped into a cold waterfall, after being picked up from a cruel hot summer day."