MUMBAI: Cherry Blossom is celebrating its centennial year in 2006. The company has launched a new campaign showcasing its "100 Shining Year."

The campaign reminds the consumers of the various occasions when they have used the brand over the years and aims to further strengthen the bond with Cherry Blossom.

Apart from this, a slew of activities have been planned to celebrate the occasion. The main events are marked by the launch of product variants, exciting label and improved packaging.

In India, the brand is associated with "Cherry" Chaplin and the first advertising featuring Chaplin was launched in 1980's, which was 90 seconds long. In the 1990's the famous Cherry signoff was introduced, which is still with the brand - "Did you Cherry Blossom your shoes today?"

Reckitt Benckiser India Ltd chairman and managing director Chander Mohan Sethi said, "With its effective advertising and superior product Cherry Blossom is a leader in the shoe care segment in India. More so, with consistent innovation, it is an integral part of the lives of the Indian consumers. It is this loyalty that gives us the confidence that Cherry Blossom will continue to grow in India in the coming years also."

Cherry has been committed in bringing innovative and effective solutions to meet everyday shoe shining needs of the consumers. It was the first to introduce coloured shoe polish wax, first shoe shampoo, first liquid shoe polish and most recently the Easy Wax pack in the Indian market.