Cinthol: Alive is Offline

A new campaign has launched for Cinthol India to promote a healthy and active lifestyle away from digital distraction.

Thought up by Creativeland Asia and led by a beautiful 90-second film, the work takes us into the wild to suggest ditching the iPhone in favour of experiencing the world in physical form.

"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," explains ECD Anu Joseph of the concept we can all relate to.

"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'."

The campaign builds on the core brand philosophy of ‘Alive is Awesome’, previously communicated in this funny ad.