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The Shine is back!

Press Release

Tilt Brand Solutions & Cherry Blossom

National, May 06, 2019

After a hiatus, Reckitt Benckiser’s Cherry Blossom is back with a brand-new campaign tasked with sensitizing consumers to the need of regular polishing of their shoes. The campaign attempts to, in a warm and engaging way communicate how the simple act of regular polishing also exudes the characteristics of responsibility, discipline and sincerity.

This campaign is strategized, conceived and created by Tilt Brand Solutions. The films that form part of this campaign, have been produced by Tilt Studios and directed by Rahul Sengupta.

Commenting on the new campaign, Sukhleen Aneja, CMO and Marketing Director, Hygiene Home, South Asia, Reckitt Benckiser, said, “Cherry Blossom has always been an integral part of the Indian household’s culture for dressing up smartly. We are delighted to launch this campaign to revive the culture of polishing shoes in the Indian market. The brand reaffirms the importance of polishing and what this everyday act conveys about the wearer of the shoes. The impact of smart, clean, well shined shoes is incomparable. These ads will definitely enhance brand recall in the audience’s minds.”

Kedar Teny, Chief Strategy Officer, Tilt Brand Solutions on the launch said, “The ‘Polish to Shine’ campaign has been designed to be empathetic while being persuasive in reminding the youth that everyday discipline, responsibility & sincerity will always be timeless building blocks of success; in this case, in the context of the regular habit of shoe polishing”

Adds Shriram Iyer, Chief Creative & Content Officer, Tilt Brand Solutions, “Working on this campaign has been both a privilege and a great responsibility. The brand is iconic and that too with a legacy of some breakthrough advertising. The films in this campaign, while being warm and touching, aim to deliver on a very clear brand task – that of encouraging people to keep their shoes well-groomed at all times.”


Client: Reckitt Benckiser

Brand: Cherry Blossom

Brand & Communication Consultancy: Tilt Brand Solutions

Production House: Tilt Studios

Link to the campaigns:



For any further information, please contact:

Bhavika Valecha


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