Alive is Awesome

We introduced the concept of ‘Alive Bathing’, the spirit of feeling alive every time one held the Cinthol soap bar. ‘Alive is Awesome’ is an award winning integrated campaign that made the 60-year-old heritage soap brand appealing to millennial Indians by repositioning the concept of bathing as an experiential adventure activity.

The slogan ‘Alive is Awesome’ entered common parlance and Cinthol became a cool brand for young India.