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Cinthol, the 60-year-old flagship personal care brand from the Godrej stable, has decided to celebrate the spirit of feeling alive. Taking on internet addiction in its new creative, the brand encourages India to go ‘offline’ in order to feel ‘alive’.
Conceptualised by advertising agency Creativeland Asia, the ad takes cognisance of sky rocketing social media consumption rates and the 24/7 connected lifestyle of modern India. It questions young Indians’ social media habits.
Cinthol uses social media and asked its users to disconnect from it. Its new integrated campaign encourages people to turn off the internet and spend some time adventuring in the real world instead.
It asked people to wake up to a world without buffering, where one could hear a tweet, a bird song, instead of reading it, and where one could live every moment, rather than scrolling through life.
The ‘Alive is Offline’ integrated campaign is anchored by a film that depicts the journey of a man adventuring through wild terrain, keeping away from his smartphone, the internet and social media. It showcases how rewarding a life of nature and adventure is, if people would only give it a chance.
The campaign builds on the core Cinthol brand philosophy of alive is awesome, notes Sunil Kataria, COO, Godrej Consumer Products. “Three years ago, Cinthol began its journey of talking to the young, live-for-the moment India through its brand philosophy of Alive Is Awesome. Through this campaign, we aim to strike a chord with a generation that’s conscious of how much they are online and glued to one screen or another,” he said.
Adding that #AliveIsOffline built on the brand philosophy, Kataria said it urged addicted netizens to take away ‘media’ from ‘social media’ and be social, with nature and with fellow companions.
As Anu Joseph, Executive Creative Director, Creativeland Asia, pointed out, “Most of us are guilty of staying connected, even on holidays. We never go offline.
We are never alive in the moment. The campaign reminds people to go offline because the world is more beautiful than the World Wide Web.”
As part of the teaser phase of the campaign, Cinthol’s Twitter handle created #Addicted and #AliveIsAwesome, and posed a simple question to its 12.4K followers.
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