Godrej unveils Cinthol Foam Bodywash with playful new campaign

Godrej Consumer Products Ltd (GCPL) has launched a new TVC campaign to promote its latest innovation in the body wash category under the Cinthol brand. The TVC, conceptualized by Lightbox, the in-house creative studio of GCPL, captures the essence of adventure and fun with a refreshing twist. It features a girl enjoying a bath under a waterfall using the new Cinthol Foam Body Wash when playful monkeys appear and steal the bottle. As the monkeys play with the foam, the girl joins in, and together they enjoy the foam, highlighting the joy and playful spirit of Cinthol Instant Foam Body Wash.

GCPL, a leading emerging markets company, has introduced this foam-based body wash format to revolutionize the body wash category in India, which is valued at approximately INR 900 crore. The Cinthol Foam Body Wash comes with an automatic foamer, eliminating the need for a loofah and offering a quick and easy rinse-off compared to traditional body wash products that often require more water and effort.

According to Mintel research, 90% of Indian consumers predominantly use soap for their bathing routine, with only 9% opting for body wash, shower gel, or shower cream. The adoption of body wash products has been hindered by factors such as higher price points, additional costs for loofahs, and the time required for bathing. Loofahs, in particular, are also prone to harboring germs.
Neeraj Senguttuvan, Head – Marketing (Personal Care), Godrej Consumer Products Ltd (GCPL), said, “The Indian bodywash market is growing as consumers seek to enhance their daily routines with a more sensory and luxurious shower experience. Our latest innovation, Cinthol Foam Bodywash, was developed to meet this demand, making luxurious bathing an everyday indulgence. This innovative formula dispenses instant foam, creating a rich lather that effectively cleanses and leaves the skin feeling exceptionally clean and pampered.

Gaurav Kumar, Lead Creative Strategist – Lightbox, Godrej Consumer Products Ltd (GCPL), commented, “The TVC showcases a fun video of a girl and monkeys enjoying the foam body wash together, highlighting how easily it rinses off. It emphasizes the 'soap in a bottle' format, which makes it convenient to use anywhere without the need for a loofah. This campaign reflects our commitment to engaging storytelling that connects with our audience in a fun and relatable way.”

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