The craze for cricketers and Bollywood stars will never fade in India. A truth that marketers are very well aware of, so you keep seeing campaigns involving them. Godrej Cinthol, the brand that is associated with bathing soaps, shower gels and deodorants is back with its “Alive is Awesome” campaign. But, this time it has joined hands with the young Indian cricketing sensation, Virat Kohli to launch its latest deo range. The campaign is being organized and conducted by Godrej Consumer Products along with Creativeland Asia.
Alive Is Awesome teaser campaign
The teaser campaign is an integrated one that has been launched via a microsite and has simultaneously integrated Cinthol’s social media presence and has also synched Virat Kohil’s social media presence. The teaser shows a video where Virat is sitting in his dressing room and is about to go on the ground. It is at that moment where Virat asks his fans to guess what might be going on in his mind. If you impress Virat by your answers and guess it right then you stand a chance to win autographed merchandise, IPL tickets, iPads, iPods and lots more.
To participate in this contest, the brand has provided several ways. If you are active on Facebook then you can simply log into Cinthol Facebook page and click on the app Cinthol Deo. The app plays the ‘guess what’s in Virat’s head’ video and the enter contest button in the app drives you to the microsite. The microsite allows you to either join via Facebook or Twitter to participate in the guessing game. Along with this, you can also participate in the contest via Twitter. You can tweet your responses with the hashtag #InViratsHead.
Alive Is Awesome initial buzz on social media
The campaign definitely has been planned and integrated well. Not only is the brand promoting and updating fans about the campaign but Virat has shown personal interest and updated fans on his Facebook as well as Twitter page.
— Virat Kohli(@imVkohli) February 27, 2013
Due to this aggressive strategy, the hashtag #InViratsHead has successfully trended most of the day in India and worldwide too. The excitement by the fans has been encouraging and the below tweets provide a hint.
On Facebook the response has also been similar. For it’s more than 308K fans, the page managers started creating the buzz about the campaign from earlier this week. The teasers were timed well and aligned to the objective.
What works for the campaign?
As we know “Alive is Awesome ” is not a new campaign but this time it has fared really well compared to its last one. The earlier campaign that focused on the youth enjoying nature and getting fresh by having fun in adventurous bathing, was carried too far and by showing the African tribals in the ad the brand had raised a few eyebrows too. However, the latest campaign scores on all points and making Virat reply to some of the interesting answers makes an interactive and cool campaign.
As a part of the campaign, Virat is picking the good and bad answers both and replying to them in person via videos. In addition to this, the microsite is showing what people are talking about it on Twitter in one widget and on the other widget you get to see Virat’s response. Believe me they are not the scripted vanilla responses as seen in one of the videos shared above. By doing so the brand has not only created a new benchmark on social but has given fans a reason to cheer more for their favourite star.
So have you guessed what is going on in Virat’s mind? If not then hurry, time is running out.