Smartivity’s new ad urges parents to swap screen time for curiosity time

MUMBAI: Curiosity may have killed the cat, but screens are slowly smothering the kids. Smartivity, India’s leading Stem-based educational toy brand, has launched a poignant new commercial that spotlights a growing parenting dilemma: children losing their natural sense of wonder as screens take over their days and their questions.

Released in November 2025 and crafted by Motima Films, the ad captures the quiet heartbreak of curiosity fading. A child asks questions, a distracted parent half-answers, and the spark dims. With no one left to respond, children retreat to passive screen content: bright, noisy, and endlessly distracting, yet offering little to think about or explore.

Smartivity’s film flips the script by showing what happens when screens give way to screws, gears and hands-on play. As the child assembles a Smartivity Stem toy, curiosity returns: eyes widen, fingers move, gears turn and wonder comes rushing back in. The brand’s philosophy, “build. play. learn.”, shines through every frame.

The film nudges parents to rethink screen habits and choose experiences that encourage discovery, presence and purposeful play. Because, as the film gently reminds, curiosity grows when children feel heard, engaged and free to tinker their way into understanding the world.

Co-founder Ashwini said the film mirrors what many families witness daily.  
“Kids’ curiosity is being diverted to screens. Smartivity was created to change that. Our toys help children explore, build and discover answers through hands-on play, the way curiosity is meant to grow.”

Marketing head Sumedha added, “Children now turn to screens for answers. Through this film, we want to inspire a shift from passive screen time to purposeful play. Smartivity’s toys give kids a hands-on way to stay curious.”