Cinthol Alive is Awesome

Cinthol has been the most iconic brand with an old visual that stayed Vinod Khanna running on a beach with a horse in everyone's mind.

Our task was to change that mindset and make Cinthol more relevant not just for today's audience but also to make it relevant to the premium soap category from a ten-rupee soap brand.

We positioned Cinthol as not just a soap, but something that helps you feel alive and be ‘Alive is Awesome’.

Brand positioning has stayed through the years and helped cinthol increase its market share and gain some loyal customers who believe in ‘Alive is Awesome’.