Cinthol Confidence+: Alive is Awesome

The world has gone mental for the ALS (amyotrophic lateral sclerosis) Ice Bucket Challenge in the past few days, but this commercial from Creativeland Asia adds a fun, musical twist to the theme of getting wet.

Created for Cinthol Confidece+, a health soap for India's youth, the spot sees people from all sorts of career backgrounds and walks of life getting wet 'n' wild as they sing to promote its benefits and feel-good freshness.

"The communication comes from a simple insight that dirt, crowd and germs are fundamental obstacles that come in the way of every Indian's journey to success," states Creativeland ECD, Sajan Raj Kurup. "The campaign idea is symbolic of people's confidence, which empowers them to go on in their daily lives despite the tough conditions in their external environment."

The commercial was initially launched on YouTube and is now set to roll out on television after notching over two million views online.