Alive: Giving print a new lease of life

Swati Gauba and Ankur Agrawal

Campaign details

Brand owner: Times Mobile
Brand: Alive
Country: India
Channels used: Direct marketing, Email marketing, Events and experiential, Internet – display, Internet – general, Internet – microsites, widgets, Internet – search, Magazines – business, trade, Magazines – consumer, Mobile and apps, Newspapers, Print – general, unspecified, Public relations, Social media, Word of mouth and viral
Media budget: 500k – 1 million

Executive summary

Alive is a revolutionary image-recognition augmented-reality application developed by TimesMobile Ltd, a subsidiary of India's largest publication house, Times Group. Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data.