Smartivity launches new ad film urging shift from screens to hands-on play

Smartivity has released a new commercial, produced by Motima Films, focusing on a rising concern among parents: children losing their innate curiosity as screen exposure grows. The film depicts everyday moments in which children ask questions while parents are preoccupied, resulting in curiosity gradually fading. As answers diminish, children shift towards passive screen content that entertains but does not encourage inquiry or exploration.

Positioned around Smartivity’s STEM-based DIY toys, the narrative illustrates how hands-on learning can re-ignite curiosity. The film shows a child assembling a Smartivity kit, rotating gears and interacting with the mechanisms, highlighting how each toy keeps both the mind and hands active. The brand’s philosophy — Build. Play. Learn — is woven throughout the storyline, prompting parents to reconsider screen-led habits and opt for experiences that stimulate real-world understanding.

The campaign frames Smartivity as more than a toy brand, presenting it as a tool that helps children learn by doing rather than watching. It positions the products as a way for parents to stay engaged, support active discovery and provide children with opportunities to explore how things work. The commercial reinforces Smartivity’s mission to nurture curiosity and develop future-ready problem-solvers through purposeful play.

Ashwini, co-founder of Smartivity, said the film reflects a common modern-day reality in which curiosity is increasingly diverted to screens. Ashwini noted that Smartivity was created to encourage children to explore, build and discover through hands-on play. Sumedha, marketing head, Smartivity, added that the brand aims to offer families a meaningful alternative by providing screen-free experiences that support learning and exploration. Both leaders emphasised that the campaign seeks to inspire a shift from passive screen consumption to active engagement.