It is real tardily to kill a build or weaken its positioning. Ignore it, trim down investment in addition to inside no time, the build volition fade away from consumer's mind. But to pick out a build from obscurity to stardom is a Herculean task.
Cinthol is 1 such iconic build which straightaway has the daunting business of bringing the one-time glory back. The neglected lx twelvemonth one-time build from Godrej's stable saw about activeness inward 2008 when the build was re-packaged in addition to Hrithik Roshan was introduced to endorse the brand. The build also saw a novel tagline " Don't Stop" . Some hope was restored nearly the brand's future. But alas, the enthusiasm was temporary in addition to the movement died down. For the terminal duet of years, the build went 1 time again into sleep except for about sporadic campaigns.
Now alongside much hope, the build owners stimulate got decided ONCE AGAIN to reposition Cinthol. The build volition live launching the novel movement presently .
Watch the novel promotion hither : Cinthol campaign
The build has hitting upon a novel regard " Being Alive is Awesome ". The promotion is targeted at the younger consumers who wants to live their life to the fullest in addition to the build has tried to squelch itself inward the entire system of things. In a sense, the tagline represents the build essence of a real active lifestyle. But the enquiry is did the build used the before positioning of " Don't Stop" to the maximum ? These frequent changes inward the tagline in addition to the positioning has affected this build past times confusing the consumers alongside dissimilar messages in addition to build promises.
I experience that inward the novel movement , the build is trying trivial also difficult to relate to the novel generation. For a build similar Cinthol, it demand to resist from trying difficult to convince. The lyrics in addition to the singing ( rather screaming) gives me a feeling that the build is desperate to connect to the novel generation consumers. That desperation is sadly visible inward the campaign. For event the term awesome is a real visible and obvious attempt to present that the build is young. But why essay difficult ?
To live fair to the brand, it is a smart regard for the build to become dorsum to the classic shape element in addition to packaging. The classic Cinthol comes inward the rectangular bathing bar shape land the variants came inward the park soap shape alongside rounded edges. The build had before retained the traditional newspaper wrapper to the Classic Cinthol in addition to used the mutual plastic pack for the variants. Here inward the novel avatar, the build uses the rectangular bar shape inward all the variants in addition to the packaging is also same equally that of Classic Cinthol soap. The shape element tin reach the build a unique identity.
Alive is Awesome equally a positioning platform makes sense. I hope that inward subsequent campaigns, the build volition accept this concept to a higher level. Sadly the experience so far propose that subsequently the initial spurt, the build has a vogue to become to hibernation. And when it rises again, in addition to then in that place volition live a novel means in addition to a novel positioning.
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