In light of the changing human behaviour due to excessive use of smartphones, smartphone brand Vivo announced a campaign titled #SwitchOff with its brand ambassador Aamir Khan. The digital campaign aims to encourage smartphone users in India to switch off their mobile devices and spend quality time with family and friends.
A recent survey conducted by Vivo and CMR says 75% of the respondents agreed to have owned a smartphone in their teens and of them, 41% were hooked to phones even before graduating from high school. From showcasing the benefits to the depth of addiction, the Vivo ‘Smartphone and their impact on human relationships’ study tries to understand the behavioural changes pertaining to smartphone usage.
In the video starring Aamir Khan, Vivo intends to showcase how smartphone users fail to interact with their surroundings due to continuous mobile usage. The recent Vivo-CMR study “Smartphone and their impact on human relationships” revealed that more than 95% of smartphone users have only virtual conversations with friends and relatives, meeting them perhaps once a month. The same study also highlights that more than half of all smartphone users have never tried to switch off from their social handles and profess to not being able to live without their phones. This showcases the extent to which mobile devices have impacted human lives.
Nipun Marya, Director, Brand Strategy, Vivo India, said, “We as a brand believe that technology can immensely improve our consumer’s life, but like all things good, should be used cautiously. And 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.”
“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,” he added.
The campaign showcases how a child looks forward to spending time with his father but is not able to do so because the father is always occupied with his smartphone. Through a very subtle message, Vivo aims to urge all smartphone users to switch off their devices and get connected with your immediate world by increasing human interactions.
Dr. Sameer Malhotra, Director and Head, Department of Mental Health and Behavioural Science, Max Super Speciality Hospital, said, “Over time, we have witnessed a steep surge in patients, suffering from multiple psychosomatic problems, majorly stemming from smartphone addiction. And because people are so hooked on their devices, their human interactions in terms of spending time with family or friends have reduced significantly. In the long run, this addiction can lead to loneliness and depression. As an immediate and essential cure, balanced usage and at times digital detox is a must for a person’s well-being.”
The DVC highlights how we need to switch off from our handheld devices to reconnect with our family, friends and the world around us.