Godrej personal care brand which recently repositioned itself as a brand for young adults, is using the online medium to convey its new positioning to youth who lead an active lifestyle.
The brand has revamped its website, www.Cinthol.com, which has been conceptualised and designed by Interactive Avenues, a Mumbai based digital agency. The revamped site aims to interact with and engage users, unlike its earlier avatar, which was only an informative site on the Cinthol range of products.
Apart from offering product information, the revamped site has sections on gaming, freshness tips and a blog. Users are allowed to download Cinthol's newly launched TV commercial. Registered users also receive newsletters informing them about special offers, contests and happenings at Cinthol.
Godrej is planning to use the site to create a community around the brand. The community will be focused on the tagline, 'Cinthol - Don't Stop'. It will bring together like-minded individuals who keep on moving, irrespective of the hurdles in their life.
According to Sameer Penkar, general manager, marketing, Godrej Consumer Products, "The site will be modified in phases. Currently, what you see on it is part of Phase 1. In the second phase, we will be tying up with portals such as Yahoo!, Rediff, Google and Zapak in order to direct traffic to our site. For instance, a game will be launched on Zapak.com, which will divert consumers to our site. More games will be added later to the site."
Godrej will also leverage the mobile platform to engage consumers. There are plans to carry out contests on the site and the mobile platform will be used for voting.
The site will be promoted through search marketing, but there are no plans to use social media marketing for the purpose. The newly launched TVC also carries the URL of the site.