Vivo’s #SwitchOff 2025 focuses on family conversations at dinner

Vivo India has unveiled the 2025 edition of its #SwitchOff campaign, turning its attention to the dining table as a central space for family bonding. The initiative is informed by findings from the Vivo Switch Off Study 2025, which identifies dinner-time as the strongest daily opportunity for meaningful interaction between parents and children in Indian households.

According to the study, 72% of children report spending the most time with their parents during dinner. The research also indicates that 91% of children feel conversations improve when phones are kept aside, while 87% say they are more comfortable talking during phone-free dinners. From the parents’ perspective, 81% notice stronger bonding when digital distractions are removed from the table. Together, these insights position dinner as a consistent and dependable moment for connection, provided attention is not divided by screens.

The campaign is built around a new digital video commercial titled ‘The Loudest Dining Tables Are the Happiest’. The film presents two contrasting dinner-time scenarios within the same household. One shows a quiet table dominated by individual screen use, while the other depicts a lively setting filled with conversation, laughter and everyday sounds once phones are switched off. Through this contrast, the film frames noise not as disruption, but as a signal of engagement and presence.

By focusing on the dining table, Vivo places the message at the emotional centre of family life. Historically, this space functioned as a daily checkpoint where experiences were shared and conversations flowed naturally. While smartphones have altered how families interact, the campaign suggests that the value of this ritual remains intact when families make a conscious effort to be present.

Geetaj Channana, head of corporate strategy at Vivo India, said, “Every family remembers a time when dinner was the happiest pause in the day, a moment where conversations flowed without interruption and everyone felt heard. Today, those moments disappear quietly, not because we don’t care, but because our attention is constantly pulled away. The Switch Off campaign was created to remind people that meaningful relationships deserve undivided attention. This year, we urge families to reclaim the simple but powerful ritual of cherishing a meal together. Connection doesn’t need an occasion, it only needs presence.”

The creative development of the campaign was led by FCB Neo. The agency’s approach centres on a familiar, everyday behaviour rather than an extraordinary setting, reflecting the campaign’s intention to drive small but consistent changes in daily routines.

Mayuresh Dubhashi, chief creative officer at FCB Neo, said, “We’ve all seen it happen, a table full of people, each lost in their own screen. That small everyday moment is what inspired us. Switch Off is our attempt to reclaim that space for families, to bring that joy back into the room. By moving the message to the dining table, vivo isn’t just asking people to set their phones aside; it’s giving families a chance to rediscover the laughter, the stories, and the beautiful conversations they’ve been missing. Vivo’s commitment to nurturing real connections is what makes this campaign more than communication; it becomes a movement that reminds us the loudest dining tables are the happiest.”

Now in its seventh year, the #SwitchOff campaign continues Vivo India’s focus on encouraging mindful smartphone use. The 2025 edition reinforces the idea that technology should enable, rather than replace, human connection. By spotlighting dinner-time behaviour supported by research insights, Vivo aims to prompt families to reconsider how small changes in attention can strengthen everyday relationships.