Consumer Products has got itself a brand ambassador in Bollywood superhero, Hrithik Roshan, for its product, Cinthol. The FMCG company announced its decision to pick Roshan to endorse the Cinthol range of products after a slew of earlier brand ambassadors, including Imran Khan, Vinod Khanna, Shah Rukh Khan, John Abraham and Akshaye Khanna.
Tanya Dubash, executive director and president, marketing, Godrej Industries, says, "The new Cinthol range is a result of research with consumers and stands for the confidence of achievers who constantly strive to realise their aspirations without stopping.
Roshan says, "It's an honour for me to be associated with a brand like Cinthol which has such a strong legacy. As Cinthol is all about 24 hour confidence, energy and a 'Don't Stop' attitude, it was very natural for me to be associated with this brand. It's in perfect sync with my lifestyle and attitude."
Cinthol now offers a Deo range of soaps, talc and deodorant sprays in multiple fragrances. Its latest campaign offers a new positioning as well: 'Don't Stop'. The TVC has Roshan running, flying (bungee jumping), horse riding, rafting and jumping off a cliff to say that you shouldn't stop. Before the ad ends, it comes back to where men sweat it out the most, playing a sport. The agency that handles the creative duties for Cinthol is Orchid Advertising. The film was shot by Abhinay Deo.
The new Cinthol range will be available across the country at modern retail and other outlets and will be supported by high-impact advertising on television, print, outdoor, online and radio.