Cinthol Deostick - Tested For Awesome

Cinthol Deostick is a unique, cream-based deodorant from the Godrej Cinthol stable.
We were asked to create a digital campaign to reiterate the long-lasting-ness (made it up) of this affordable deodorant.

After some interesting meetings with the client, we approached it by projecting the product's attributes.

We thought of the common Indian urbanite. Energetic, fast-moving and resilient.

Pushing themselves every day, leading a hectic life packed with hard work and fun. And they come out on top every single time! The wear and tear doesn't stop them from being awesome.

Cinthol Deostick is similar, it keeps you smelling fresh all day, however packed and awesome your day may be! So, just like you, it is also #TestedForAwesome

Agency - Creativeland Asia

Executive Creative Directors - Tejas Ravindranath, Lishoy George

Creative Director - Seby John

Creative Team - Ramiz Shaikh, Maithri Warrier, Saurav Banerjee

Director - Kartik Ramnathkar

Production House: Balls Worldwide

Social media

After the film was released, we tried a combination of things to create buzz, establish the thought further and garner more views. For that, we did influencer-led challenges as well as interactive contest posts.

Looping GIFs not looping here. This contest was aimed at making users really scan the film thus getting us repeat views and drilling the thought further.

This looping GIF was also a way to get multiple repeat views and make sure the audiences got more familiar with the thought. Simple pause and play drillin' of the campaign thought.

We took the campaign ahead on social media by carrying out an influencer-led activity. We got more reach and interaction as the influencers put out videos of them taking up the #TestedForAwesome challenge by doing cool activities based on long-lasting-ness (again) and asked their followers to do the same. Participation was good!

Here's the video, which just refuses to get embedded or uploaded, for some reason: https://www.instagram.com/p/BfyN-COAmmw/?hl=en

The videos were shared on the influencer's social handles. We did follow up posts to make sure the audience didn't drop out.

Moving on, a more important, slightly longer activity we carried out was the #TestedForAwesome calendar. We created a weekly calendar with a mix of activities for each day and the users were given points based on the ones they had done. A live leaderboard kept ticking on our Facebook cover to keep users engaged throughout. Participation was through the roof and people brought their #TestedForAwesome game.

And here are a few stray posts which reiterated the proposition.

Product-based pre-rolls

We also created feature-based 6-seconders for the campaign. They ran on YouTube, social media platforms and streaming platforms, like Hotstar, as ads.