Cinthol Original Soap
Cinthol is more than just a personal care brand. It’s a philosophy, best summarized in the three words ‘Alive is Awesome’.
One of the stalwarts in Cinthol's roster is the Cinthol Original (CSR or Cinthol Soap Red). It has a heritage of more than 60 years and is the market leader in the southern state of Tamil Nadu. CSR has gained significant penetration and share of market on the back of being a “Doctor Recommended” skin protection soap. The brand has continued to reinvent itself to keep up with the changing times and appeals to the youth as well.
We were asked to create a 'refresh' film which was going to be the main communication for the year to come. The film was based on the core functionality of fighting against 95% of skin problems like acne, blemishes and rashes, which are caused by everyday pollution, heat and dust all around.
So, this film has been crafted keeping the brand’s philosophy of living life unconditionally at the core. With Dr. Amma, an established character who is the brand representative/voice, championing the everyday fearlessness that Cinthol stands for.
Now, the target markets/areas are still held back a bit by age-old beliefs that fairer skin is a big plus in a young woman's life and complexion too is a major concern due to the nature of the weather and geography.
We kept the main idea around significant cultural events in a young woman's life, in the states of Tamil Nadu and Andhra Pradesh, the Arangetram and Rangapravesam, respectively. These are the first public dance recitals which mark the entry of a girl into womanhood. A prestigious occasion for any and every family in those regions.
But this thought needed a subtle shift. So, we depicted the role of the daring Dr. Amma as a mother, when her child is about to step into womanhood. Making sure that her skin is protected before the big day and running from pillar to post to get everything else ready to. And in turn, she also makes believer out of her friend and her daughter before such the big event.
Personally, I think this is the most beautiful soundtrack created for any of the films I've worked on.
Agency - Creativeland Asia
Executive Creative Directors - Tejas Ravindranath, Lishoy George
Creative Team - Ramiz Shaikh, Adarsh Dora, Mohini Gadgil
Executive Creative Directors - Tejas Ravindranath, Lishoy George
Creative Team - Ramiz Shaikh, Adarsh Dora, Mohini Gadgil
Director - Venky Iyer
Production House - Entourage Films
The film in Tamil.
The film in Telugu.
