Ad Campaigns
Godrej’s #DeoReborn and #DeoCalculator campaigns for Cinthol DeoStick
MUMBAI: Angels falling and women chasing men are the kind of commercials that are conventionally seen for deodorants. For a fairly significant amount time deo promotions have revolved around opposite gender fantasies and attractions. But today, with digitization and social media, promotion campaigns have become much more interactive with consumers.
Godrej Consumer Products Limited Head – India and SAARC Sunil Kataria says that consumers have matured in today’s times and even while chasing image building for brands, the campaigns have to be rooted firmly to the ground.
Recently, Godrej launched Cinthol DeoStick in the market. The campaign for the product is majorly focused on digital platforms. It started with the #DeoReborn campaign and then the #DeoCalculator was run as a sub campaign. Kataria says that the basic idea of the promotion comes from the product. As most products in the market are spray or gas based, Cinthol DeoStick is a deodorant for solving real problems. Even after so many brands marketing them heavily, the market penetration of deodorants is only 18 percent. Cinthol Deostick aims at increasing the users for deodorants in the country.
Cinthol deostick started with #DeoReborn campaign whereby the three barriers of deodorants were promoted. Contrary to norm, the campaign’s message was that Cinthol DeoStick was non-alcoholic, lasted long and was cost effective. Playing on the ‘price quotient’, the social platform offered a great medium for Cinthol to reach out to its consumers.
The idea was to show consumers what they could do with the money they saved if they bought Cinthol DeoStick. This triggered the concept of #DeoCalculator. All that the consumers had to do was to share the price of their deodorant on Twitter using hashtags #DeoReborn and #DeoCalculator. The #DeoCalculator generated a quirky customized infographic giving them options on how they could put the money saved to better use.
The Twitter campaign was run for 2 days. This campaign is also running on other platforms like television and radio. The brand has also taken up activation events focusing on college campuses for better product interaction with the target audience.
The DeoCalculator campaign has been designed by Creative Land Asia. According to the brand, the campaign received 2274 tweets and 2443 posts. 169 tweets were posted from the official handle @GodrejCinthol in response to Twitter users tweets.
Kataria says that Godrej has been involved with many other audience engagement campaigns earlier also with products like HIT by launching a mobile app with dengue stories. He says that any brand that intends to reach out to the youth has to adopt the digital platform. His company has increased spends over the last two years on the digital platform and has plans to further double spends on the digital medium, he informs.
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.
