Cinthol has rolled out its latest digital campaign titled '#AliveIsOffline'. The film hit social media on 3 March 2015.
Through the video, which has been conceptualised by Creativeland Asia, it urges people to get out of the 'online world' and head offline.
The film opens in a forest, with the background music of a phone ringing. The operator says, 'The person you're trying to reach is currently busy'. The phone rings again, and the protagonist in the film is shown ignoring it yet again. The voice over then says, 'The person you're trying to reach is currently busy. In a world where you log in without a password. A world where you're guided by your heart, not an app. A world where you filter your thoughts, not photographs. It's a wonderful world, may be you should visit it sometime.' It continues, 'Where you make a friend without sending a request. Have a conversation without a character limit. Hear a tweet instead of reading one. Play, but not on a screen. It's where your time is more valuable than your timeline. Where you live your life and don’t scroll through it." It ends with a super that reads,'The world is more beautiful than the World Wide Web'.
Sunil Kataria, chief operating officer, sales, marketing and SAARC, Godrej Consumer Products, said, “In a world which is getting sucked into digital and where the youth of today is by default a digital native, this campaign idea of 'Alive is offline' takes the Cinthol brand philosophy of 'Alive is Awesome' forward in a very interesting way. Today we are so addicted to the world of social media that we take pictures only to post them, we check-in before enjoying the beauty around and make conversations only so that they trend. The meaning and beauty of travel to soak in the calm or appreciate a scenic view is lost while we are busy clicking pictures. #AliveIsOffline is a brilliant effort that urges addicted netizens to take away ‘media’ from ‘social media’ and leave one to only be social, to be social with nature, fellow companions and more importantly, with themselves.”
Anu Joseph, executive creative director, Creativeland Asia, commented, "Most of us are guilty of staying connected – answering calls, replying to emails, posting, liking, tweeting, commenting, forwarding – even during our breaks. We go on holidays, but never go offline. We are never alive in the moment. Alive is Offline is Cinthol's attempt at reminding people to lead more balanced, more fulfilling lives. To go offline because "this world is more beautiful than the world wide web".
Along with this film, Cinthol plans to extend this campaign to digital through activities on Twitter.
Client: Godrej (Cinthol)
Creative agency: Creativeland Asia
Chief operating officer: Sunil Kataria
Executive creative director: Anu Joseph