Cinthol deo joins hands with Ra.One

To launch Cinthol Ra One special edition cans and promotions and contests for the user

BestMediaInfo Bureau | Mumbai | October 3, 2011

Cinthol, one of the most popular brands from the stable of Godrej Consumer Products Ltd. (GCPL) has forged an innovative tie up with the much awaited movie Ra One. The tie up will see the launch of Cinthol Ra One special edition cans and also exciting promotions and contests for the user.

Talking on this movie marketing innovation, Anindo Samajpati, Category Head, Soaps, Godrej Consumer Products Limited said, “Ra.One is a story about a superhero’s confidence to overcome various challenges. This idea fits well with Cinthol Deo spray’s promise of ‘energizing fragrance for 24hour confidence’. Now SRK fans can enjoy the Cinthol special edition fragrance and also stand a chance to win various exciting prizes through the contest.”

These cans will carry a special edition fragrance and also have the picture of Shah Rukh Khan as his movie character – G.One. To entice the consumer, these cans will have a unique code which the consumer will have to sms to a contest number to participate. Lucky draw winners every fortnight will win exciting prizes like motorbikes, iPads, mobiles and MP3 players. The grand prize is a ‘meet and greet’ with the superstar Shah Rukh Khan himself.

Cinthol has come a long way since its launch and it is one of the few brands in the country which has stood the test of time. Cinthol’s advertising has always had a strong impact; and it mirrors the key aspects intrinsic to the brand. Right from the 80’s with Vinod Khanna riding a horse on a beach and exuding confidence in a smart tux to their latest commercial with Hrithik Roshan pulling off breathtaking stunts. The new TVC which will be launched along with the special edition cans will also show Shah Rukh as the action hero exuberating superhero confidence and style which are qualities that one associates with Cinthol Deodrant.

The campaign would also be supported with a radio activity and BTL activation.

Bollywood@BestMediaInfo.com