Vivo’s #SwitchOff campaign is a timely call to disconnect

Continuing its endeavour to fostering mindful use of technology, vivo India has introduced the 6^th edition of the #SwitchOff campaign, urging families to step away from their smartphones and rediscover the joy of quality and meaningful moments together.

Supported by a compelling video, conceptualised by FCB India, the campaign draws insights from the 6th edition of vivo-Cyber Media Research’s (CMR) study “Impact of Smartphones on Parent-Child Relationships 2024.” It reveals eight out of 10 children call for ‘parental controls’ for parents’ ‘smartphone usage’.

The survey also found that 69% of children identify excessive smartphone usage as a source of conflict between them and their parents. Notably, the study also revealed that 86% parents feel that excessive smartphone usage doesn’t let them engage meaningfully with their children

The campaign film tells the poignant story of a child who decides to dress up as a mobile phone for a school fancy dress competition. When asked why, he innocently explains that it’s the only way to get his father’s attention. In a powerful moment, the father switches off his phone, reinforcing the campaign’s core message: disconnect to reconnect.

Geetaj Channana, head of corporate strategy at vivo India, said, “The ‘Switch Off’ campaign is based on this issue and the campaign film is a call to action for families to pause, reflect, and reconnect. We hope this message resonates with millions of Indian families, encouraging them to make time for meaningful, tech-free moments. Through this initiative, we aim to inspire families to rediscover the beauty of human connection and create healthier relationships in a digitally dominated world.”

Ashima Mehra, CEO of FCB India, added, “While smartphones are powerful tools for connection, they often create disconnection within our own families. vivo’s #SwitchOff campaign is a call for change, encouraging individuals to unplug and nurture real-world connections. We are proud to be part of this movement to remind parents and children of the joy found in genuine, undistracted time together.”

To propel the ‘SwitchOff’ initiative and resonate with people across India, vivo has also designed some thoughtful extensions to the campaign that integrates seamlessly into their daily lives. The extensions focus on inspiring families to embrace meaningful moments together through restaurant activations that encourage diners to disconnect from their devices and savour quality time with loved ones.

It will also have in-app reminders with gentle prompts for commuters to pause, unwind, and prioritise family moments after a busy day. This will be complemented with awareness-driven print ads, highlighting the importance of taking breaks and switching off from digital distractions as well as digital OOH amplification.

The company has also partnered with Catherine Price, its smartphone relationship advisor for ‘Switch Off’, to offer valuable insights and strategies for adopting healthier digital habits.

The campaign culminates with ‘Switch Off Day’ on December 20, 2024, encouraging people to choose their own #SwitchOff times—a designated time of the day when they put off their phones for good and spend time with their families.

Campaign’s take: In a world where smartphones have become omnipresent, Vivo’s #SwitchOff campaign is a thought-provoking reminder of the cost of digital distraction on family dynamics. The campaign draws on poignant insights from its 6th edition vivo-CMR study, revealing alarming statistics: parents spend over five hours daily on their phones, while children average four.

These findings underscore a collective yearning for connection—86% of parents acknowledge their excessive smartphone use inhibits meaningful engagement, yet neither group seems willing to curb their habits. Strikingly, 66% of children claim they would quit social media if their peers did too, exposing the collective nature of the digital problem. This study highlights a vicious cycle of distraction that damages relationships, even during treasured moments like holidays or celebrations.

The campaign video is a masterstroke of storytelling. A child dressing as a phone to gain his father’s attention is both tender and unsettling, vividly exposing how excessive device use prioritises screens over relationships. While the ad and accompanying initiatives, such as in-app reminders and restaurant activations, offer practical strategies to disconnect, Vivo's campaign faces the challenge of driving long-term behavioural change in a tech-driven world. The message is clear and urgent: digital detox is essential to preserve authentic connections, but its success hinges on collective accountability.