ITV

Tag: #SwitchOff

  • vivo India urges parents to #SwitchOff, and connect with kids

    vivo India urges parents to #SwitchOff, and connect with kids

    Mumbai: Smartphones have become an integral part of our day-to-day lives. But, the excessive use of smartphones post-pandemic has also impacted human relationships. It is this thought that inspires vivo’s new ad film.

    The global smartphone brand has launched the third edition of the #SwitchOff campaign with a thought-provoking film that showcases how parents are missing out on being fully present in their children’s lives.

    Conceptualised by Lowe Lintas, the film has a heart-warming storyline that showcases a father-son relationship before the smartphone became indispensable. The character of the father, in the end, realises the need to disconnect and recapture the relationship he shared with his son.

    Lowe Lintas regional creative officer Amar Singh said, “Children are very quick to pick up on the signals we send out. And a child’s mind is a very fertile place. This film conceptualiSed by Rajat, Vishal, Stuti, and Kushal, explores what may be going through a child’s mind as he sees his parents obsessing with their phone. What inferences his little mind might draw? And how it’s imperative for adults to find it within themselves, to stop.”

    The campaign is founded on the observation from vivo-CyberMedia Research (CMR) study ‘Impact of Smartphones on Human Relationships 2021’ that underlines that 74 per cent of parents say that their excessive usage of smartphones has hurt their relationship with their children. The study focuses on the relationship dynamics of parents and children with respect to the omnipresence of smartphones in families.

    vivo India director brand strategy Yogendra Sriramula said, “The pandemic has made digital technology and smartphone devices an indispensable need for all of us. But, this excessive usage of these devices is also impacting the young and naïve minds around us. We might be around our children, but the quality of the time spent with them is something that we don’t pay much attention to. Hence, this year, we thought of focusing on driving awareness and realisation of excessive smartphone usage by adults that is impacting their relationship with their kids. We believe the film delivers an eye-opening and thought-provoking message to all of us.”

    The smartphone brand recently announced the findings of the third edition of the study titled ‘Impact of Smartphones on Human Relationships 2021’, which showcases the impact of smartphones on users and their effect on relationships. The study highlights that while the time that is spent with kids and family, in general, has gone up, the quality of time spent has deteriorated.

  • Vivo’s new campaign #SwitchOff urges mobile users to cherish relationships

    Vivo’s new campaign #SwitchOff urges mobile users to cherish relationships

    MUMBAI: In light of the changing human behavior due to excessive use of smartphones, vivo, the global innovative smartphone brand today announced a campaign- #SwitchOff with their brand ambassador, Aamir Khan. The digital campaign aims to encourage smartphone users in India to switch off from their mobile devices and spend quality time with family and friends.

    As per a recent survey conducted by vivo and CMR, it was found that 75% of the respondents agreed to have owned a smartphone in their teens and of them, 41% were hooked to phones even before graduating from high school. From showcasing the benefits to the depth of addiction, the vivo ‘Smartphone and their impact on human relationships’ study tries to understand the behavioral changes pertaining to smartphone usage.

    In an emotionally captured video starring Aamir Khan, vivo intends to showcase how smartphone users fail to interact with their surroundings due to continuous mobile usage. The recent vivo-CMR study “Smartphone and their impact on human relationships” revealed that more than 95% of smartphone users have only virtual conversations with friends and relatives/ meeting them perhaps once a month. The same study also highlights that more than half of all smartphone users have never tried to switch off from their social handles and profess to not being able to live without their phones. This showcases the extent to which mobile devices have impacted human lives.

    Speaking on the need to #SwitchOff, vivo India director brand strategy Nipun Marya said, “We as a brand believe that technology can immensely improve our consumer’s life, but like all things good, should be used cautiously. And as a Smartphone player, it was essential we ask ourselves the fundamental questions, how much is too much? Thus we commissioned this campaign that urges users to temporarily switch off and give time to relationships."

    "With smartphones becoming ubiquitous in our lives, the excessive usage of them is now impacting human behaviors and thus there is an urgent need to temporarily disconnect. While we all want to be connected with the world 24*7, it’s important to keep aside a few hours for our family, friends or just spend time doing what we enjoy apart from using the smartphones,” he added. 

    The campaign showcases how a child looks forward to spending time with his father but is not able to do so because the father is always occupied with his smartphone. Through a very subtle message, vivo aims to urge all smartphone users to switch off their devices and get connected with your immediate world by increasing human interactions.

    Corroborating the idea shared through the campaign, Max Super Speciality Hospital Department of mental health & behavioral science director and head Dr. Sameer Malhotra said, “Over time, we have witnessed a steep surge in patients, suffering from multiple psychosomatic problems, majorly stemming from smartphone addiction. And because people are so hooked on their devices, their human interactions in terms of spending time with family or friends have reduced significantly. In the long run, this addiction can lead to loneliness and depression. As an immediate and essential cure, balanced usage and at times digital detox is a must for a person’s well-being.”