Creative Execution

We created a 2-minute long digital film that centred around a lone traveller backpacking across different picturesque landscapes exploring the real world. Throughout the film a powerful narrative in the form of a voice over drew contrast between the on-line and the offline world. Thereby showing how the world is more beautiful than the World Wide Web. The campaign also included posts on Facebook and Twitter that captured the fact that the one has to really cut off from the online world once in a while to really appreciate the real world.

The Alive Is Offline film was viewed almost 5 million times across the internet. The campaign reached a total of 5,988,476 people on social media. Total 13,177, 236 social media impressions were generated. The film was viewed in more than 190 countries.

STRATEGY: Cinthol, a personal care brand in India, propagates the philosophy of 'Alive Is Awesome'. One which believes in living a life filled with alive experiences. They wanted to convey this philosophy in a manner that was most relevant to today's young audience. INSIGHT: The youth of today is obsessed with social media. Their life is more of Tweeting, Facebooking, Instagramming and less of actual living. IDEA: Alive Is Offline, a campaign that encouraged addicted netizens to disconnect and explore the real world.