Debrief: Cinthol: Not awesome, it’s tiresome

12 Oct,2012

By Anil Thakraney


After dude, rock star, chillax, etc, the next big cliché in the urban world is ‘awesome’. Everyone flings the word around for all sorts of things, and feels cool (another cliché!) about it. Which is why I knew it was a matter of time before an advertiser latched on to it.


‘Alive is Awesome’ is the new tagline for Cinthol. And the brand hopes to net Young India with it. The TVC is basically lads and ladettes having a blast holidaying on beautiful foreign locales. They play around with different forms of water bodies (not Mumbai gutters), as the jingle belts out awesomeness in the background.


[youtube width=”400″ height=”220″][/youtube]

Doesn’t work, to put it simply. People being made to frolic in water to cue freshness has been done to death ever since Ms Karen Lunel went under a waterfall for Liril centuries ago. So there’s literally no freshness out here. Also, the word ‘awesome’ is likely to be understood only in the urban areas, so this limits Cinthol’s appeal. Doesn’t make sense to me, I thought this is a mass soap brand. Unless Godrej has decided to make Cinthol super premium, but the same old boring packaging doesn’t suggest so.


However, I do envy the models, the production crew and the ad agency personnel who got a free ride to such exotic destinations. Awesome! This is what makes advertising life fun, fun, fun. Now if only all this merriment had happened over a half-decent TV commercial.


Rating: (On a scale of 1-5): 0. Zero freshness.


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