Vivo has launched the third edition of its #SwitchOff campaign, encouraging parents to lay off their smartphones and spend more time with their children. Conceptualised by Lowe Lintas, the film showcases how children start to question their own worth, when neglected by their parents who are always busy with their phones.
The film features actor Jimmy Shergill, who plays father to a little boy. Shergill and his child are both travelling in their car, while he is constantly on his phone. His son tells him how his best friend no longer finds him fun and asks his father if he is really boring. Shergill, still into his phone slams his sons doubt and suggests that he speak to his friend about why he feels so. On saying this, the little boy states that he is, in fact speaking to his best-friend at the moment. Shergill realises that his son was referring to him and switches off his phone by assuring his son that maybe his father was the one who became boring by being so engrossed in his phone.
Yogendra Sriramula, director, brand strategy, vivo India, said, “The pandemic has made digital technology and smartphone devices an indispensable need for all of us. What we don’t often realise is that how excessive usage of these devices is 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. And, that is what vivo’s SwitchOff film depicts.”
He added, “Vivo’s purpose to spread the joy of connections via this film is hinged on sensitising the users especially the parents, to choose healthy habits for shaping the minds of our future generation. We believe the film delivers an eye-opening and thought-provoking message to all of us.”
Amar Singh, regional creative officer, Lowe Lintas, 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.”
