Chennai: Smartphone brand Vivo recently launched the #SwitchOff campaign, urging smartphone users to choose to take a break from their smartphones and spend quality time with their near and dear ones.
The campaign unveils a thought-provoking film which underlines the observation that even when people sit with friends/ family, they are still engrossed on their phones, and this impacts the quality of time spent.
According to a press release, the video shows members of the family who are glued to their smartphone screens while sitting at the dining table. Featuring Fareeda Jalal – playing the role of Dadi, who has just about had it with this trend, the film showcases a playful metaphor that is used to communicate the larger issue of quality family time being spent on smartphones. The campaign has been conceptualised and executed by Lowe Lintas.
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, But its excessive use has impacted human relationships. As a brand aligned to the purpose of promoting the wellbeing of our consumers, we commissioned this campaign to sensitive 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”.