Creativeland Asia to revamp Cinthol

Godrej plans to spend around Rs 40-50 crore on this brand.

Creativeland Asia has won the creative mandate for Cinthol, one of Godrej's legendary personal care brands. As a part of the mandate, Creativeland has been asked to approach Cinthol with fresh thinking while making it relevant for today's consumer needs, concluding the revamp of brand Cinthol.

The incumbent on the business is Orchard Advertising.

The creative campaign to communicate the brand's new identity to the consumers will be launched in the next two-three months. The media mix will include ATL (above the line) and BTL (below the line) advertising, along with a healthy use of the digital platform. As per industry estimates, the approximate spend on media will be Rs 40-50 crore.

Commenting on the win, Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, says, "Godrej has shown immense faith in Creativeland Asia. Working on Godrej Expert was an interesting challenge and the response from our client-partners has been very encouraging."

It may be recalled that in October 2011, Creativeland Asia won the creative mandate for two verticals of Godrej, one of which was the hair colour brand Godrej Expert.

Taking this partnership ahead, Kurup says, "Right from the 1980s, Cinthol has been an iconic brand. We all remember the days when popular celebrities such as Vinod Khanna were associated with it. We need to simply recreate the magic and the stature Cinthol enjoyed in the past."

Sunil Kataria, head, sales and marketing, Godrej Consumer Products, says, "Creativeland Asia has a fresh and creatively unique approach to brands. Cinthol is an iconic brand with a huge potential. We look forward to a strong association with Creativeland Asia as we work to unlock Cinthol's immense potential."

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