Defying stereotypes makes women #ReadyForAwesome in Cinthol’s new ad

Allan D'Souza, ET Brand Equity , 31 August 2016

Cinthol's latest ad campaign, #ReadyForAwesome is a celebration of the very defiant spirit of women who challenge naysayers, stereotypes, obstacles and limitations. Taking sports as a metaphor the film depicts today's women who are ready to own the world against all odds. In an ode to the women, who don't give out excuses, and consider the world a stage to showcase their skills and talents. The film forms the pedestal for the brand to introduce their range of fragrances for women and bring alive the entity of Cinthol Women.

Shot from a point-of-view perspective, the film takes us through the training routine of female athletes. It is supported by a narrative that captures the bold spirit of women, rejecting all societal constructs. The treatment cues that even though it's the journey of these athletes, it could actually be anyone's journey.

Along with establishing the character and attitude of the "Cinthol Woman", the company also aims to drive awareness for the Cinthol Women's range of deosticks and deodorants.

Commenting on the strategy, Ajay Dang, head of marketing, Godrej Consumers Products, says, "The latest #ReadyforAwesome film is yet another digital innovation from our flagship brand Cinthol. The creative depicts sportswomen facing, and breaking, patriarchal constructs, barriers and taboos in an emotionally uplifting manner. While the film captures the journey of women athletes, it's meant to be a wider reflection of the mood and spirit of today's woman. It's meant to strike a chord with those who are ready to take on the world."

Conceptualised by Creativeland Asia, the film has been directed by Karthik Ramnathkar and produced by Balls Worldwide. Digital is said to be the main platform for promoting the campaign. The video will also be played in cinema halls and theatres. The company aims to reach out to 7.5 million women with this campaign message.

On the campaign idea and film execution, Anu Joseph, chief creative officer, Creativeland Asia, adds, "Women in sports have now taken centre-stage in India. Sport is a precursor of what's coming and perhaps the most symbolic of all bastions to be felled by women. Indian women, in all walks of life, are Ready for Awesome. There's no holding them back. Sorry, they aren't listening. And Cinthol Women is a reflection of this palpable spirit."