vivo has introduces the fifth edition of the #SwitchOff campaign. As per the company, the campaign draws insights from the fifth edition of vivo – Cyber Media Research’s (CMR) study “Impact of Smartphones on Human Relationships 2023.” The study reveals that 77% of parents acknowledge their children complaining about excessive parental smartphone use.
The campaign film unfolds within a family of three preparing for an upcoming vacation. The little girl’s excitement is overshadowed by her father’s constant phone attention, leaving her feeling overlooked. A moment arises when the girl expresses her favourite part of any vacation is the undivided attention she receives from her dad during a flight.
Talking about the campaign, Geetaj Channana, head of corporate strategy, vivo India, said, “While smartphones serve as invaluable tools in our lives, advocating responsible usage is crucial. With the fifth edition of this campaign, we encourage our audience to choose their #SwitchOff time, expressing love and fostering strong connections with family. Let’s collectively pledge to #SwitchOff for our families on 20th December and truly #LiveTheJoy found in moments spent together.”
Additionally, vivo pledges to observe December 20, 2023, as the ‘Switch Off’ day to propel the #SwitchOff initiative. Encouraging Indian consumers to join, vivo urges individuals to power down their smartphones on this day during 8 pm to 9 pm, fostering quality time with their families.
The campaign video is conceptualised by FCB India.
“vivo has taken up the challenge to initiate change with this campaign, encouraging people to ‘Switch Off.’ This is a first-of-its-kind effort that boldly recognises the problem of creating a divide between kids and their parents, especially when parents are too immersed in their smartphones at all times. Once again, it acknowledges the issue and genuinely urges people to ‘switch off’ to ‘switch on’ their relationships with their loved ones—especially the children who often mimic their parents’ behavior,” Abhinav Kaushik, president, FCB India, added.