Mumbai: Godrej Consumer Products Ltd's (GCPL) soap brand Cinthol has unveiled a new TV campaign ‘Wake Up Alive’ urging people to start every morning with the blast of its Cinthol Lime and Cinthol Cool Soap’s freshness.

The TVC, conceptualised by Creativeland Asia, takes viewers on a visual treat capturing varied landscapes. After the ‘Alive is Awesome’ campaign last year, Cinthol once again aims to uplift the spirits of consumers who are homebound due to the pandemic, the brand said in a statement.

“Cinthol stands for freshness and promises to deliver the most refreshing bathing experience. With this new film, we want to highlight how a shower with Cinthol Lime or Cinthol Cool is all you need to make your day fresher," said GCPL, CEO – India & SAARC, Sunil Kataria. “The blast of lemony freshness and icy cool menthol will make you feel fresher than ever, and with 99.9 per cent germ protection, you won’t just stay fresh but also protected.”       

Creativeland Asia, chief creative officer, Anu Joseph, added, “True to Cinthol’s philosophy of bringing alive every moment, this film captures how a lazy morning on a mountaintop quickly transforms into a ride of a lifetime for a bunch of friends. The bathtub becomes a boat, and a regular bath transforms into an alive bathing experience involving streams, snow, and a frozen lake. That’s the experience Cinthol Lime and Cool variants promise every single time - To wake up alive.”