Arati Rao
Jun 11, 2012

Creativeland Asia adds Cinthol to its kitty

The mandate is to revamp the brand

Creativeland Asia adds Cinthol to its kitty

Post the wins of two Godrej brands in October 2011, Creativeland Asia has bagged a new business from the company – that of personal care brand Cinthol. The business will be on the retainer model, and was won following a pitch. The incumbent agency is Orchard Advertising.

The task assigned to Creativeland Asia is to revamp Cinthol with fresh new thinking while making it relevant for today’s consumers and their needs. The creative mandate is integrated (including ATL, BTL and digital).

Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, said, “Godrej has shown immense faith in Creativeland Asia. Working on Godrej Expert was an interesting challenge and the response from our client-partners has been very encouraging. Taking this partnership ahead, I am excited to work on Cinthol. Right from the 1980s, Cinthol has been an iconic brand. We all remember the days when it was endorsed by popular celebrities such as Vinod Khanna. We need to simply recreate the magic and the stature Cinthol enjoyed in the past.”

Sunil Kataria, head of sales and marketing, Godrej Consumer Products, said, “Creativeland Asia has a fresh and creatively unique approach to brands. Cinthol is an iconic brand with huge potential. We look forward to a strong association with Creativeland Asia as we work towards unlocking Cinthol's immense potential.”

According to Kurup, the agency will bring on board 10 to 15 new people to handle the business.

Source:
Campaign India

Related Articles

Just Published

19 hours ago

Fooling with flair: Brands indulge in playful ...

From real offers to plain pranks, Indian brands employed harmless humour to engage consumers with an April Fool twist.

20 hours ago

A tale of two campaigns: Borrowing from the past ...

It is easy to get trapped in nostalgia. But Famous Innovations’ creative head cautions that brands and agencies need to maintain a fine line between cultural tribute and creative redundancy.

20 hours ago

65% IPL enthusiasts recall campaigns backed by ...

59% IPL fans engage with influencers, and 14% buy products based on recommendations from those with long-term brand partnerships, finds iCubesWire IPL survey.

21 hours ago

Heineken appoints WPP for global shopper and ...

Heineken, Heineken 0.0, and Heineken Silver are covered under the deal's scope.