The task was to revamp Cinthol, a 60yr old heritage soap brand, and make it appealing to Young India. While Cinthol had its loyalists, over the years, it was perceived to be a brand for a slightly older age group. The brand had lost its appeal among the youth, which forms over 65% of 1.2 billion Indians.

Instead of repositioning the soap, we repositioned bathing itself. We introduced the concept of Alive Bathing, the spirit of feeling alive every time one held the Cinthol soap. The Alive Bathing Project was launched with a commercial that showcased never-seen-before Alive Baths.

The soundtrack used in the film is a completely original score, composed solely for the purpose of this commercial.

Soon, the online community was buzzing with ‘Alive is Awesome’. Over 85 influential bloggers shared their Alive Bathing stories. Our Facebook fans grew from 20,000 to over 250,000. In no time, Aive Is Awesome was trending on Twitter

Now, we have:

- Over 300 types of baths.

- 3 words that have entered common parlance, representing a fresh new way of life.

- A 22% increase in sales, denoting a significant growth in the premium soap category.

- Cinthol finally becoming known as a cool brand for Young India.