Vivo kicks off 2020 with #SwitchOff digital detox campaign

New Vivo campaign urges smartphone users to switch off their mobile devices and spend quality time with family and friends in 2020.

Vivo recently launched #SwitchOff as it's New Year Campaign, featuring Aamir Khan and Pooja Gor. In an era where the first and the last thing we, humans look at is our smartphone, Vivo, being a smartphone brand itself advocates to shelve its usage, avoid changes in the cognitive and behavioural pattern and say no to smartphone addiction in 2020.

This advertisement targets every person who is unabashedly addicted to their smartphone and is a victim of FOMO, while misses out on living real-life experiences with near and dear ones. 

In this heart-warming advertisement, Aamir Khan, plays the modern-day father being busy on his smartphone, while his family is having breakfast on a holiday. When the little boy's mother, Pooja Gor, asks him about his New Year Resolution, he expresses his desire to get a phone. At this, his father gently reminds him of his age, and the child asserts his willingness to take away his father's smartphone. 

Conceptualised by Dentsu Impact, #SwitchOff was well appreciated on the social media platforms for the ironic narrative put forth by the brand.

“As a Smartphone player, it was essential we ask ourselves the fundamental questions, how much is too much? Thus we commissioned this campaign that urges users to temporarily switch off and give time to relationships," said Nipun Marya, Director Brand Strategy, Vivo India.

"With smartphones becoming ubiquitous in our lives, the excessive usage of them is now impacting human behaviours and thus there is an urgent need to temporarily disconnect. While we all want to be connected with the world 24*7, it’s important to keep aside a few hours for our family, friends or just spend time doing what we enjoy apart from using the smartphones,” Marya added.

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Going beyond digital to promote the campaign, the brand also published an advertorial on January 5, 2020, in Times Life, a weekly lifestyle newspaper where it displayed statistics of changes in behavioural and cognitive tendencies.