Na darr kisi ka aaj: New Cinthol Confidence+ ad is all about protection from germs

Godrej Consumer Products has recently introduced the Cinthol Confidence+, its latest entrant in the health soap category. The variant is targeted at the youth, and assures 99.9% germ protection. A new campaign promoting Cinthol Confidence+ is currently on air, and has been created by Creativeland Asia.

Sunil Kataria, chief operating officer, sales, marketing and SAARC, Godrej Consumer Productssaid, “Currently, the health soap market is focused mainly on kids. However,it is not just children, but even youth who needs protection as they battle dirt and grime while following their passion. However, current health soaps are incomplete without great sensorials. Cinthol Confidence+ soap breaks the norm of the regular health soap by offering 99.9% germ protection while being infused with great insta-deo fragrance. Cinthol Confidence+ is a “complete health soap” which perfectly fits the youth expectation, being an aid to their aspirations.”

The campaign kick-started on the digital medium on Independence Day, with the television commercial airing shortly after. The film shows a montage of people in the armed forces, health camps, sports, heritage sites or mega infrastructure development sites, go about their job confidently, undaunted by dust, grime and germs. The ad takes forward Cinthol’s ‘Alive is awesome’ proposition forward.

Watch the film here:

Speaking about the campaign, Sajan RaJ Kurup, founder and creative chairman, Creativeland Asia, says, “The communication comes from a simple insight that dirt, crowd and germs are fundamental obstacles that come in the way of every Indian’s journey to success. The campaign idea is symbolic of people’s confidence, which empowers them to go on in their daily lives despite the tough conditions in their external environment. The messaging in the health-soap category is largely restricted to protection from germs. We have gone beyond touching upon this functional need of the product and addressed the attitude with which people fight the on-going battle of dirt, crowd and germs.”

Credits:

**Client:**Godrej Consumer Products Ltd.

Brand: Cinthol

**Creative:**Creativeland Asia

**Production House:**Mad Studios