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One of Pakistan’s leading biscuit manufacturers, Innovative Biscuits has recently launched a campaign that is a breath of fresh air. In an increasingly cluttered landscape of communication, where consumers are incessantly being told to log on to a website, like a video, follow an Instagram account, call some number, and download so and so app, Innovative Biscuits are asking consumers to do quite the opposite.

Titled ‘iDisconnect’, the campaign urges customers to switch off their phones, put them away, and disconnect from these unnecessary connections that we all have become so accustomed to. In today’s era of digital communication and instant connectivity, people are finding it increasingly difficult to disconnect. From hundreds of emails each day to non-stop notifications on our cell phones, rather than making our lives simpler, modern technology appears to be severely disrupting the flow of human lifestyle and environment.

In connection, Innovative Digestive is taking a welcomed shift from the norm. The brand took a cue from one of its flagship products – Innovative Digestive biscuits – which are made using pure ingredients such as whole wheat and brown sugar and are completely free from any artificial flavours and food colours. Extending the same philosophy to the lives of its consumers, Innovative is asking them to be like Digestive – free from artificial constraints – by disconnecting from activities which are needlessly keeping them occupied and to reconnect with what is in fact real, natural and healthy.

To reinforce this idea, six celebrities including Ahmed Ali Butt, Ahsan Khan, Ushna Shah, Hina Altaf, Sophiya Anjam and Munib Nawaz were invited to take up the iDisconnect Challenge. All of them spent a day at Greenfields in order to disconnect from technology and take a break from their busy routines to connect with their families, friends and themselves. Once they reached the place, each one of them was asked to surrender their phones.

Ahsan Khan was also excited to get away from social media for a day!



Faatima Khan couldn’t wait to see if Ahmed Ali Butt could make it without his phone!



Hina Altaf couldn’t imagine spending a day without Instagram



Sophiya Anjam was excited to spend the day like the 90s



Once the iDisconnect challenge began, everyone participated in different activities throughout the day. Later the squad regrouped for a session of indoor games and some hilarious rounds of dumb charades



Each celebrity had an amazing experience and they shared their sentiments. Faatima Khan had enjoyed the day since Ahmed did not have his phone



Sophiya felt like a kid again



And, Hina too made it without her phone!



Munib and family had a good time connecting with each other



Ushna got a chance to live in the real world



Ahsan had fun connecting with nature and his friends



Ahmed Ali Butt, Munib Nawaz and their families faced off in a battle of human foosball and tug of war




Ushna Shah and Ahsan Khan went for horse riding and ATVs




While, Sophiya and Hina went for a Safari, fishing and boating!



Do you think you can survive a day without technology? Take up the Innovative iDisconnect challenge to find out!

*Haute Promotion