Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Cinthol Original

This chapter is about the unusual case of Cinthol Original. Cinthol Original soap comes in a red-coloured package and has found significant following only in the southern parts of the Indian context. Cinthol has all along been advertised as an anti-odour, skin care and freshness soap. There have been several variants and associations of Cinthol, among which Cinthol Red, also called Cinthol Original, has never changed its form since 1952. Specifically, Tamil Nadu is the state where Cinthol Original has a large following (Pinto, 2013; The Hindu, 2010).

Cinthol Original is advertised as a soap that takes care of one’s skin in an environment that is dusty and polluted. The proposition does not talk about germ-killing action; ...