Cinthol's new campaign reflects women's increasing aspirations of taking on challenging roles in nation building

MUMBAI, India, Dec. 5, 2022 /PRNewswire/ -- Cinthol, one of India's leading soap brands has been an integral part of consumers' lives in Tamil Nadu over the past seven decades. It's a brand that has consistently stayed relevant in Tamil Nadu by recognizing changes in society and reflecting consumers' evolving aspirations, while serving them with trusted skin health.

Cinthol's new advertising campaign, titled 'Dreams shine the brightest under the scorching sun' (Kothikum Veyilil Dhaan Kanavugal Jolikkum), takes this journey forward. The film is built around the insight that the aspirations of women in Tamil Nadu today have evolved; they strive to attain positions of responsibility that contribute to nation building & seek to create a lasting impact on society at large. Tamil Nadu today has one of the highest numbers of women district collectors in its history, and in this campaign, Cinthol celebrates this inspirational fact through the protagonist, who, while playing the role of a district collector, inspires her younger sister to dream of doing the same. Through the metaphor of dust, heat & pollution, Cinthol aims to deliver the empowering message that women confidently forge ahead to achieve their own dreams, regardless of the challenges facing them.

Speaking about the campaign, Ashwin Moorthy, Chief Marketing Officer - India, Godrej Consumer Products Ltd (GCPL), said, "While working on the campaign, we recognized that brands of stature like Cinthol must insightfully reflect the current aspirations of our consumers in its narrative. Women today have greater confidence in aspiring to challenging professions that enable them to play an even larger role in building a stronger nation for the next generation. Cinthol, a symbol of trust in Tamil Nadu, plays a pivotal role here as a foundational step in providing expert recommended skin health, protecting consumers from harsh environmental factors like dust, heat and pollution."

Anu Joseph, Co-Founder and Creative Vice-Chairman, Creativeland Asia said, "With this idea, Cinthol furthers its legacy of being a doctor-recommended soap and a skin health expert. The central brand thought, 'Dreams shine the brightest under the scorching sun', seeks to inspire women to follow their dreams regardless of any barriers that may come in their way."

Youtube Link of the TVC - https://www.youtube.com/watch?v=Bi6kxSFuGe8

About Godrej Consumer Products Ltd:

Godrej Consumer Products is a leading emerging markets company. As part of the 125-year-young Godrej Group, we are fortunate to have a proud legacy built on the strong values of trust, integrity, and respect for others. At the same time, we are growing fast and have exciting, ambitious aspirations.

Today, our Group enjoys the patronage of 1.15 billion consumers globally, across different businesses. GCPL ranks among the largest Household Insecticides, Air Care and Hair Care players in emerging markets of India, Indonesia, and Africa. In Household Insecticides, we are the leader in India, the second largest player in Indonesia, and are expanding our footprint in Africa. We are at the forefront of serving the hair care needs of women of African descent, the number one player in Hair Colour in India and Sub-Saharan Africa, and among the leading players in Latin America. We rank number two in Soaps in India and are the number one player in Air Fresheners and Wet Tissues in Indonesia.

But for us, it is very important that besides our strong financial performance and innovative, much-loved products, we remain a good company. Approximately 23 per cent of the promoter holding in our Group is held in trusts that invest in the environment, health, and education. We are also bringing together our passion and purpose to make a difference through our 'Good & Green' approach to create a more inclusive and greener India.

At the heart of all of this, is our talented team. We take much pride in fostering an inspiring workplace, with an agile and high-performance culture. We are also deeply committed to recognising and valuing diversity across our teams.

Photo: https://mma.prnewswire.com/media/1961381/Cinthol_New_Campaign.jpg