vivo has rolled out the sixth edition of its #SwitchOff campaign, highlighting the pressing need to reflect on the impact of technology on human relationships.

Conceptualised by FCB India, the campaign features an ad film that tells the story of a child who chooses to dress up as a mobile phone for a school fancy dress competition. When asked why, at a dinner table conversation, the child innocently reveals that it’s the only way to capture his father’s attention. This moment sheds light on the harsh reality of how excessive smartphone usage robs parents of meaningful time with their children. In a powerful turning point, the father switches off his phone, bringing the campaign’s core message to life: disconnect to reconnect. The film ends with a statistic that 84% parents feel that excessive smartphone usage doesn't let them engage meaningfully with their children.

What we think about it: Even though this campaign is in its sixth edition, it continues to deliver fresh, captivating narratives that strike an emotional chord. Combining powerful storytelling with relatable insights, it serves as a timely reminder for families to reconnect and cherish meaningful moments together.

Geetaj Channana, head of corporate strategy, vivo India, said, “The findings of this year’s survey highlight a pressing issue – as smartphones connect us to the world, they also disconnect us from the people who matter the most. Interestingly, the study also reveals that children are more aware of the negative effects of excessive smartphone use than their parents. While both groups acknowledge the need for change, children seem to recognise its impact on relationships more acutely. When we spoke to consumers, we identified a clear issue: children want smartphone-free zones at home, citing excessive smartphone usage by parents as a concern. The ‘Switch Off’ campaign is based on this issue and the campaign film is a call to action for families to pause, reflect, and reconnect. We hope this message resonates with millions of Indian families, encouraging them to make time for meaningful, tech-free moments. At vivo, our vision is to foster meaningful connections through technology. Through this initiative, we aim to inspire families to rediscover the beauty of human connection and create healthier relationships in a digitally dominated world.”

Ashima Mehra, CEO, FCB India, added, “While smartphones are powerful tools for connection, they often create disconnection within our own families. vivo’s #SwitchOff campaign is a call for change, encouraging individuals to unplug and nurture real-world connections. We are proud to be part of this movement to remind parents and children of the joy found in genuine, undistracted time together.”