Vivo urges families to add #SwitchOff time to 2021 schedule

Vivo India has rolled out a film that urges users to stop using the smartphone excessively.

 

Conceptualised by Lowe Lintas, the film features Fareeda Jalal playing the role of a grandmother. She notices how each of her family members is glued to their smartphone. Her solution to end that is by not adding salt in the food, so that they notice something is off and have a discussion on the dining table.

 

Nipun Marya, director brand strategy, vivo India, said, “The year of social distancing allowed us to stay connected and updated with the help of a smartphone. From working to studying, consuming entertaining content and staying connected with friends and family, we spent most of the time on our phones. The smartphone emerged as the central nervous system for everything, but its excessive use has impacted human relationships. As a brand aligned to the purpose of promoting the wellbeing of our consumers, we, at vivo India, commissioned this campaign to sensitise people about the benefits of mindful use of smartphones and spread the message of why there is a need to #SwitchOff your phones once in a while for healthier minds and stronger relationships - leading to happier lives!”

 

Amar Singh, regional creative officer, Lowe Lintas, said, “Take a moment, go back in time and imagine spending 2020 without your phone. How that makes you feel, is precisely why it’s impossible to overstate the value of being connected. And of the role that smartphones have played and are playing in helping us get through this. Staying constantly connected however, comes at a cost. And when it keeps us away from the ones who love us for absurd amounts of time, that cost can be a bit too high. This isn’t a problem with a simple this or that answer though. In the end, the only answer is balance. By furthering the #SwitchOff campaign it started last year, vivo India has further strengthened its commitment to that balance. And with this film conceptualised by Rajat Dawar and Vishal Bagade, we are happy to have played our part.”