Cinthol goes quirky to showcase its DeoStick

Constantly bringing in the wave of evolution right since its inception in 1952, Cinthol has always strived to give its consumers the best in the personal grooming space. Now, in its endeavour to remain relevant to youth by offering them innovative products, Cinthol is all set to launch the Cinthol DeoStick, a cream-based deo.

The TVC – DeoReborn – created by Team Creativeland, showcases how Cinthol has reinvented the concept of using a deodorant. DeoReborn is the story of how and why the deodorant was reborn into its new avatar in a quirky manner along with a set of laterally evolved visuals. Cinthol DeoStick is a cream-based deo and not a spray. The TVC also showcases the product’s new application format and the different stylised ways in which it can be used.

Commenting on the campaign, Sunil Kataria, Business Head - India & SAARC, GCPL, said, “We constantly strive to give our consumers the best of personal care products and bridge the gap between consumer needs and what is available in the market. Cinthol has always been innovating to cater to the changing consumer needs of the youth. With the summer season just around the corner, we have launched Cinthol DeoStick, a unique cream-based deodorant that lasts genuinely long, is safe on skin and comes at an affordable price of Rs 69. We have reinvented the deo space with this revolutionary product, which will appeal to our consumers and the TVC very aptly showcases the concept of DeoReborn.”

Commenting on the TVC, Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia, said, “With Cinthol DeoStick, we weren’t just launching a new product, but a whole new category. So, there were quite a few boxes to tick, while still making sure that it was in the Cinthol world we’ve been defining over the last few years. We believe the product has the potential to not just increase deo penetration in the market, but also potentially reposition the category in people’s minds.”

Campaign credits:
Client: Godrej Consumer Products Ltd
Brand: Cinthol DeoStick
Creative agency: Team Creativeland
Producer: 10 Films Production House
Director: Raylin Valles

Cinthol DeoReborn ad:


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