Ad Campaigns
Cinthol says ‘Wake Up Alive’ in its latest TV campaign
Mumbai: Godrej Consumer Products Ltd’s (GCPL) soap brand Cinthol has unveiled a new TV campaign ‘Wake Up Alive’ urging people to start every morning with the blast of its Cinthol Lime and Cinthol Cool Soap’s freshness.
The TVC, conceptualised by Creativeland Asia, takes viewers on a visual treat capturing varied landscapes. After the ‘Alive is Awesome’ campaign last year, Cinthol once again aims to uplift the spirits of consumers who are homebound due to the pandemic, the brand said in a statement.
“Cinthol stands for freshness and promises to deliver the most refreshing bathing experience. With this new film, we want to highlight how a shower with Cinthol Lime or Cinthol Cool is all you need to make your day fresher,” said GCPL, CEO – India & SAARC, Sunil Kataria. “The blast of lemony freshness and icy cool menthol will make you feel fresher than ever, and with 99.9 per cent germ protection, you won’t just stay fresh but also protected.”
Creativeland Asia, chief creative officer, Anu Joseph, added, “True to Cinthol’s philosophy of bringing alive every moment, this film captures how a lazy morning on a mountaintop quickly transforms into a ride of a lifetime for a bunch of friends. The bathtub becomes a boat, and a regular bath transforms into an alive bathing experience involving streams, snow, and a frozen lake. That’s the experience Cinthol Lime and Cool variants promise every single time – To wake up alive.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
