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 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 film that encouraged addicted netizens to disconnect and explore the real world.