By Amit Bapna | Editor-at-large

December 24, 2021 | 2 min read

While everyone is busy with festive messages and shopping sale nudges, leading mobile brand Vivo has launched the third edition of its #SwitchOff campaign.

An annual message from the brand around this time of the year, the campaign reminds everyone to put away their phone for a while and spend some quality time with their loved ones.

According to a Vivo study carried out by CyberMedia Research, 74% of parents confessed that their excessive usage of smartphones has hurt their relationship with their children. Keeping this central thought, Vivo has launched the campaign conceptualized by Lowe Lintas India.

Yogendra Sriramula, the director of brand strategy at Vivo India, says: “Excessive mobile device usage is impacting young minds, with the quality of the time spent with them getting worse.”

Hence this year the brand thought of focusing on driving awareness and realization of how excessive smartphone usage by adults is impacting their relationships with their kids.

The thought-provoking film shows how a good father-son relationship was of ‘best friends’ before the smartphone became indispensable and took charge of their together time.

To extend the premise and give it legs beyond the film, Vivo has also launched a platform to analyze excessive smartphone usage and provide the necessary solution to the consumers.

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