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In SpringFit’s campaign, kids urge grown-ups not to intrude phones into their sleeping time

Conceptualised by ICE Media Lab, the film shows kids singing lullabies for their parents late at night, and asks Indians to wake up to the problem of sleep deprivation and to sleep on time

Click on the Image to watch the TVC.

Mattress company SpringFit has come up with a campaign #AbToSoJao where children talk about the hazards of smartphone addiction and urge grown-ups not to let intrude phones into their sleeping time.

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#AbToSoJao in a role reversal creative route, children are asking a very fundamental question to their parents. Do the adults (parents) practice what they preach? If children are asked to sleep on time, why are the adults themselves browsing mindlessly in their sleep time?

The film ends with hard-hitting visuals where the kids are actually shown singing lullabies for their parents at late night, asking Indians to wake up to the problem of sleep deprivation and to sleep on time.


With 12GB data consumption a month and over 70 minutes a day of video viewing, India is definitely keeping very busy with their smartphones. This sudden change in behavioural pattern is resulting in acute sleep deprivation since majority of this consumption happens mostly at night during sleep-time. If sources are to be believed, India is the second most sleep deprived country in the world. So, while Reed Hastings, CEO, Netflix caught “competing with sleep”, the home-grown Indian mattress company SpringFit is trying to put things back to normal, i.e. asking people to sleep on time.

Nitin Gupta, Executive Director, SpringFit Mattress, said, “Quality sleep is the very basic of human health and happiness, nothing can be achieved without a good sleep no matter how updated you keep yourself. At SpringFit this is just a small step we have taken to promote good sleep.”


Debojit Saha, Creative Head at ICE Media Lab, said, “#AbToSoJao puts the adults in a fix, it aims to make ourselves feel uncomfortable in front of the children. Mobile phone addiction is real, we will soon turn into zombies unless we correct ourselves asap.”



Client: SpringFit Mattress

Agency: ICE Media Lab

Concept & Creative Head: Debojit Saha

Filmmaker: Anirban Deb

Lyrics: Abhinav Nagar

Music: Anirban Ajoy Das

Creative Supervision: Ambarish Majumdar

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