Vivo has rolled out a campaign #SwitchOff to showcase how excessive smartphone usage is adversely impacting relationships including that of spouses.
Conceptualised by FCB India, the film illustrates how couples are missing out on being fully present in each other's lives. It showcases how a wife has to write an email to her husband beside her to inform him about her sickness. The husband then realises his mental absence in the relationship and the need to switch off his smartphone to be completely involved in his relationship with his wife.
Yogendra Sriramula, head brand strategy, vivo India, said, “Smartphones have permeated every aspect of life and the pandemic has only deepened its penetration. However, this is emerging as one of the stringent barriers to one-on-one human connections. Unintentionally, excessive usage of these devices is impacting the intimate relationship we share with our partners. Even while we may be physically present with them, our minds are always indulged in our phones, resulting in decreased attention towards our partners. The fourth edition of the ‘Switch Off’ campaign is vivo's effort to raise awareness and initiate a dialogue on how excessive smartphone use by spouses is harming their relationships with their better halves. This heart-touching and the eye-opening film depicts the changing relationship dynamics of married couples along with their addiction/dependence on their smartphones. As a responsible brand, vivo endeavours to sensitise the users, especially married couples on the importance of prioritising quality time with their partner over quantity."
Abhinav Kaushik, president, FCB India, said, “While technology has been an enabler for a lot of things in our lives, the all-pervasive nature of technology has also started to intrude on our lives and relationships. When we are spending too much time on the phone, we are in a way isolating the people around us and compromising human relationships. Technology should get people to come close and not create distance in relationships. ‘Switch Off’ by Vivo is a bold campaign that is not just a message but an attempt at recognising the problem and creating ‘an act not an ad’ that encourages people to switch on human connections while switching off their devices. The spousal relationship and the emotion between the couple forms an eye-opening story that most of us can relate to.”