Brand Update : Virat says Alive is Awsome

Move over Hrithik Roshan, welcome Virat Kohli. In its struggle to stay relevant to youth, Cinthol has now a new celebrity endorser in Virat Kohli. The tvc featuring Virat is now on air

Watch the new ad here : Cinthol Virat Kohli

The ad is different and very well executed. I liked the twist in the ad and to the credit of the agency, the ad does justice to the new positioning of Alive is Awesome. But like the previous campaign, the character should avoid saying the tagline because it looks very artificial when someone says Alive is Awesome. Rather, a powerful visual with the voice-over of the tagline would have been perfect.

What Cinthol needs is not a heavy dose of celebrity but some serious execution of its positioning. Celebrities ofcourse add a little attraction to the campaign but its not the celebrity that matters.

Cinthol seems to have stumbled upon a sustainable positioning platform of " Alive with Cinthol". The new campaign although singularly focuses on the celebrity rather than the brand ,will help in keeping Cinthol alive for now

Related Post

Cinthol - Alive is Awesome

Godrej Aer : Aer it Out

Brand : Aer
Company : Godrej

Brand Analysis Count : # 517

Godrej has entered the Rs 300 crore Air Care market with the new brand Godrej Aer. Godrej was instrumental in developing the category of air-freshners in Indian market through the JV Godrej - Sara Lee. Ambi-Pur was the brand which had created this category in India. But in 2011, Sara Lee sold its personal care division to P&G and the brand Ambi-Pur has moved to P&G.

Not to be left behind in the category which Godrej's JV had created, the company was quick to launch its own brand Aer in the Indian market. Godrej Aer is now running its launch campaigns across the Indian market. 

The brand has started off with some thoughtful branding strategies. To being with, Godrej has chosen a very powerful brand name " Aer ".Aer which is the marketer's way of using the generic word " Air" .

Ambi-pur is the most visible brand in the air-freshner category in India. Air-Wick is another brand which is focusing on the home category . There are also many local and imported brands in this category.Odonil was one of the pioneers in the room-freshner category but some how this brand is restricted to washrooms ( pun intended). This lifestyle product is expected to see better growth in coming years. According to reports, this category is growing at the rate of 20% each year.

Godrej in the launch campaign is focusing on the car -freshner segment of the category. 

Aer has tried to tackle the market using two differentiating attributes. First factor is the design. Aer has put lot of thought into the design aspect of the container. The design is eye-catching and very contemporary. Second differentiator ( in car freshner) is the ON/OFF switch. The brand is harping on this factor in the television commercial .

Watch the ad here : Aer 

Godrej Aer's focus On/Off switch  as the key differentiator may not be sustainable since any competitor can easily replicate the feature. Launching the brand purely on this easily copy-able feature is a marketing mistake on the part of Godrej. Its also surprising to see that Godrej is downplaying the wonderful design element of the brand. The brand is focusing on functionality + fragrance as the main focusing point. The brand has the tagline  " Aer it Out " and has put its mission as to change the way air smells and spells. The brand has priced the product a little above the Ambi-Pur but I feel that the design will encourage many consumers to switch to this product for a trial.

Related brand

Ambi-pur