Godrej Cinthol: Alive is Awesome

Here’s how a 60-year-old heritage soap brand got an entire nation to see bathing differently and rebranded itself as a new, youthful and adventurous Cinthol.

We introduced the concept of ‘Alive Bathing’, the spirit of feeling alive every time one held the Cinthol soap bar. ‘Alive is Awesome’ is an award winning integrated campaign that made the 60-year-old heritage soap brand appealing to millennial Indians by repositioning the concept of bathing as an experiential adventure activity.

The slogan ‘Alive is Awesome’ entered common parlance and Cinthol became a cool brand for young India.