Vivo has partnered with Andaz Delhi by Hyatt to introduce ‘Switch Off’, a digital detox campaign designed to promote mindful smartphone usage. Anchored in a real-time social experiment, the initiative combines a campaign film with an on-ground activation at Soul Pantry, positioning the dining table as a space for uninterrupted human connection.
The campaign is built on a behavioural insight: 72% of people admit to checking their phones while spending time with family and friends, even during moments intended for meaningful interaction. Leveraging this insight, ‘Switch Off’ reframes technology usage not as a problem to eliminate but as a habit to consciously manage.
At the centre of the activation is a simple yet immersive mechanic. Guests dining at Soul Pantry are invited to place their phones in a wooden box before participating in an interactive culinary experience at a live pizza station. The activity encourages diners to engage in hands-on food preparation—kneading dough, choosing toppings and collaborating with companions—without digital distractions.
This experiential format transforms a routine dining occasion into a participatory brand interaction, reinforcing Vivo’s messaging around mindful technology use. The activation is further gamified through incentives, with guests who remain phone-free for 30 minutes rewarded with a complimentary dessert, adding a tangible layer to behavioural change.
The campaign film documents these real interactions, capturing shifts in behaviour as guests transition from initial hesitation to more engaged and present conversations. This slice-of-life storytelling approach aligns with contemporary content formats, making the narrative relatable and shareable across digital platforms.
Importantly, the campaign positions itself as an enabler rather than a critique of technology. By acknowledging the role smartphones play in everyday life, Vivo frames the initiative as a ‘pause’ rather than a rejection, aligning with its broader brand philosophy of enabling meaningful connections.
Geetaj Channana, chief corporate communications officer, Vivo India said, “At Vivo, we believe technology should strengthen real relationships, not replace them. Through Switch Off, we are encouraging people to use technology mindfully, to build deeper connections with the people sitting right in front of them. Partnering with Andaz Delhi, by Hyatt, brings this idea to life at the most natural setting we could imagine: the dining table. It was genuinely heartening to see how setting a phone aside for an hour could lead to warmer, more present interactions.”
The choice of Soul Pantry is strategic. Known for its wellness-led positioning and focus on nutrition-driven ingredients, the restaurant provides a contextually relevant environment for a campaign centred on mindfulness and intentional living. This alignment strengthens the authenticity of the activation while enhancing audience receptivity.
Hardip Marwah, cluster general manager added, “We live in an age of endless connectivity, yet genuine togetherness has never felt more elusive. When we came together with Vivo on Switch Off, the idea resonated immediately, because at Soul Pantry, we have always believed the best meals nourish more than just the body. Watching guests set down their phones, roll up their sleeves at the pizza station, and simply laugh together is a quiet but powerful thing. It reminds us why we do what we do: to create moments worth being fully present for.”
The campaign is now an ongoing experience at the venue, extending beyond a one-time activation into a sustained engagement platform. By integrating content, experience and behavioural nudges, ‘Switch Off’ reflects a broader shift towards experience-led marketing, where brands create participatory environments to drive deeper consumer connection.
