Ad Campaigns
Cinthol DeoStick redefines deodorization in India
MUMBAI Constantly bringing in the wave of evolution right since its inception in 1952, Cinthol has always strived to give its consumers the best in the personal grooming space. Be it with the first vegetable oil based deodorising, complexion soap to the more recently launched Cool menthol-based soap and insta-deo based germ protection soap. Cinthol, in its endeavour to remain relevant to youth by offering them innovative products, is all set to launch the Cinthol DeoStick – a revolutionary product in the space of deodorants. Cinthol DeoStick is a cream based deo which is easy to use, has great fragrances that lasts 3X longer than ordinary deosprays and is pocket friendly too. The DeoStick is available in six different fragrances, three for men and three for women respectively. The brand’s philosophy of continuous reinvention, with this launch, is expecting to redefine the codes of deodorant category which is marked by expensive sprays, with starting point being Rs. 100+ for female deodorants and 180+ for male deodorants
The TVC created by Team Creativeland, showcases the DeoStick which is unlike any other deodorant and its advertisements. The TVC DeoReborn sets out to showcase how Cinthol has reinvented the concept of using a deodorant. DeoReborn is the story of how and why the deodorant was reborn into its new avatar in a quirky manner along with a set of laterally evolved visuals. Cinthol DeoStick is a cream based deo and not a spray, which is gentle on skin and lasts 3 times longer than any other ordinary deo. The TVC also showcases product’s new application format and the different stylized ways in which it can be used. With launch of the TVC ‘DeoReborn’, Cinthol has totally redefined the concept of deodorants in India.
Commenting on the campaign, Sunil Kataria, Business Head India & SAARC, GCPL said, “We at Cinthol, constantly strive to give our consumers the best of personal care products. To bridge the gap between what is available in the market and the consumer’s requirements, Cinthol is constantly engaged in innovating to meet the consumer’s needs. Cinthol as a brand is all about innovation which totally appeals to the youth. With the summer season just around the corner, the consumers need a deodorant which lasts long, which easy to use and is pocket friendly as well. So, keeping these in mind, we wanted to reinvent the deo space with a product which appeals to our consumer’s requirements and the TVC very aptly showcases the concept of DeoReborn.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
