Powerful Women Are #ReadyForAwesome in Inspiring New Campaign for Cinthol
Are women awesome? Although the answer will be a resounding ‘yes’, it should be noted that it all started with women saying a simple, ‘no’.
Saying no to the naysayers. No to the stereotypes. No to obstacles. No to the limitations.
Cinthol’s latest campaign, Ready For Awesome, is a celebration of that defiant spirit. The film takes sports as a metaphor to depict today’s women who are poised to own the world against all odds. It’s an ode to the women, who don’t believe in giving excuses, and consider the world a stage to show their skills, their talents. The film forms the perfect pedestal for the brand to introduce their range of fragrances for women and bring alive the entity of Cinthol Women. Although, Cinthol’s fragrances for women have been in the market for some time now, the campaign puts the word out officially.
Shot from a point-of-view perspective, the film takes us through the training routine of female athletes. It is supported with 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. Anyone, who’s ready to take on the world. Anyone who is ready to follow their heart. Anyone who is ready to do the awesome.
On the launch of Cinthol women’s range, Ajay Dang, Head Marketing, Godrej Consumers Products, says, “The latest #ReadyforAwesome film is yet another digital innovation from our flagship brand Cinthol. The video is not just about sports; it’s a metaphor for today’s woman who is ready to accept challenges and deliver on her own terms. It’s an ode to all women who want to achieve their dreams under any circumstance. We believe that this communication will relate to our female target audience and instil a sense of pride for their achievements."
On the campaign idea and film execution, Anu Joseph, Chief Creative Officer, Creativeland Asia, adds, “Women in sport 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.”The film was directed by Karthik Ramnathkar and produced by Balls Worldwide.
Creative Agency: Creativeland Asia
Production Company: Balls Worldwide
Director: Karthik Ramnathkar