The virality of online media and the conventional approach of offline media are admired in their respective territories. But merged together, they multiply profits, with their respective sets of audiences. An offline buyer is very specific in its approach, whereas an online consumer is adventurous in his/her selections.
It is essential for brands to have each of these audiences as their purchaser in order to grow and set new benchmarks.
Harshil says, online and offline integration is the key for brands to succeed in future. He specifies that offline has multiple facets like TV, on ground and print. He puts forward the example of Lifebuoy, a soap brand that has used this integration productively.
Lifebuoy created a three minute online film displaying a father walking on his hands to a temple, to celebrate his child’s 5th birthday. They extended this video offline by going out to villages, and having activation programs. They asked people to wash their hands, making them aware about hygiene and germ problems. They integrated with print media to encourage people to watch their video.
Online and offline integration will continue to co-exist as long as there remains a consistency in messaging. He finds that the consistency being developed by brands in terms of messaging very exciting. This integration enables digital agencies to work with creative agencies, and also pushes digital agencies to become creative agencies by stimulating creative thoughts.