Godrej Cinthol had launched two new variants for Cinthol Lime with a new campaign: “Two Awesome Ways to Turn Down the Heat.” This was promoted through a National Digital contest asking for consumer entries of photos/videos for adventurous ways of staying fresh from the heat.

CHALLENGE

Gratification had to include spending a day full of adventure activities, including a celebrity and digital influencers, to promote the same.

At the same time, in line with the Cinthol brand campaign, the activation had to be a water adventure.

SOLUTION

We used the young and super talented star test cricketer Shubman Gill to promote the contest. Along with this, a few other youth micro-influencers were roped in to promote the campaign. 

The contest culminated with the winners from across India being invited to Mumbai to spend a day full of adventure activities and Shubman and the other micro-influencers.

To make the event even more memorable for the winners, we conceptualized a new Game called ‘Octopush,’ an underwater hockey game. The winners and the micro-influencers were split into two teams – The Cinthol Lime team and the Cinthol Cool team in line with the two brand variants. 

Moreover, the contestants were provided with scuba gear and trained by a senior team of professional scuba divers.

OUTCOME

The event was held at a leading club in Mumbai. The event culminated with a press conference with Shubman Gill talking about his association with the brand.

The thrill of competing in a fast-paced underwater game and being cheered on by Shubman Gill made the event even more gratifying for the contestants.