Switch Off to Switch On: When A Smartphone Brand Asked India to Put Down Their Phones

December 31, 2019. As India prepared to welcome 2020 with fireworks and celebrations, Vivo India posted a tweet that seemed almost heretical for a smartphone company: "Your loved ones don't need a fancy gift this new year but your time. Switch off your phone, give a beautiful start to the year, give some time to your family. #HappyNewYear #SwitchOff #NY2020"

It was a bold move—a smartphone manufacturer telling people to stop using smartphones. But behind this paradox lay a profound understanding: technology had given us everything, a world where connections spanned continents, but somewhere, we stopped looking up.

The Campaign That Started A Movement

In 2019, vivo decided to ask a bold question: How much is too much? That question sparked what would become a seven-year journey—the #SwitchOff campaign, now recognized as one of India's most socially conscious marketing initiatives.

Conceptualised by Dentsu Impact, the first #SwitchOff campaign was launched around New Year 2020, backed by compelling research. Vivo's 'Smartphones and their Impact on Human Relationships' study revealed 89% of respondents felt excessive smartphone use strained their family bonds. The average Indian was spending over 1,800 hours annually on smartphones—equivalent to 75 full days.

Nipun Marya, Director Brand Strategy at Vivo India, explained: "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".

The campaign resonated immediately. Social media appreciated the ironic narrative—just like cigarette packs warn that smoking is injurious to health, a phone maker was pointing out their device could be injurious to relationships.

Seven Years, Seven Stories

What began as a New Year message evolved into an annual ritual, each edition addressing different relationship dynamics with research-backed insights.

The first edition featured Fareeda Jalal, showing a family engrossed in screens during mealtime. The third edition (2021) featured Jimmy Shergill, portraying a child yearning for his father's attention, with 74% of parents acknowledging excessive smartphone use harmed parent-child relationships. The fourth edition highlighted marriages, with 88% of couples admitting smartphones negatively impacted their relationships.

By the sixth edition in 2024, the campaign reached a startling revelation. Vivo's research showed that Indian children were more aware of smartphones' negative impact than their parents—8 out of 10 children called for 'parental controls' for parents' smartphone usage.

The sixth edition's film, conceptualized by FCB India, featured a school fancy dress competition where a child dressed as a mobile phone. When asked why, he innocently explained: "Because, mobile phones are Papa's favourite". That heartbreaking moment crystallized the problem—children competing with devices for parental attention.

Geetaj Channana, Head of Corporate Strategy at vivo India, noted: "When we spoke to consumers, we identified a clear issue: children want smartphone-free zones at home, citing excessive smartphone usage by parents as a concern".

The Dining Table Revolution

In 2025, the seventh edition brought the conversation to India's most sacred family space—the dining table. The film, titled "The Loudest Dining Tables Are the Happiest," contrasted two dinner tables: one overshadowed by quiet scrolling, another filled with joyful noise when screens were set aside.

The vivo Switch Off Study 2025 revealed powerful insights: 72% of children spend the most time with parents during dinner, 91% say conversations become easier when phones are kept aside, 87% feel more comfortable talking during phone-free dinners, and 81% of parents notice stronger bonding during these moments.

Mayuresh Dubhashi, Chief Creative Officer at FCB Neo, reflected: "We've all seen it happen, a table full of people, each lost in their own screen. That small everyday moment is what inspired us. Switch Off is our attempt to reclaim that space for families".

Beyond Advertising: Real Action

Vivo didn't just run ads—they created tangible interventions. The campaign included restaurant activations encouraging diners to disconnect, in-app reminders for commuters to prioritize family time, awareness-driven print ads, digital OOH amplification, and expert collaboration with Catherine Price, their smartphone relationship advisor.

At partnered restaurants, vivo used specially designed cutlery wraps and tent cards to encourage phone-free dining. Diners who embraced this message were treated to complimentary desserts.

The campaign culminated with 'Switch Off Day' on December 20, 2024, encouraging people to choose their own #SwitchOff times—designated periods to put phones away.

Why This Matters

The #SwitchOff campaign represents something rare: a brand acknowledging its product's potential harm and actively working to mitigate it. "At vivo, we believe in creating technology that brings families closer. But we also recognize the need for balance", the company stated.

This wasn't virtue signaling. Vivo commissioned extensive research, partnered with experts, created multi-year campaigns, and backed messaging with real-world activations. They understood that sustainable technology adoption requires honest conversation about healthy usage.

The campaign's genius lies in its counter-intuitive positioning. By advocating for less phone usage, Vivo positioned itself as a thoughtful, responsible brand that cares about human wellbeing—creating deeper loyalty than any product feature could.

Five Lessons From The #SwitchOff Campaign

1. Acknowledge The Shadow Side: Vivo demonstrated that brands can build trust by honestly addressing their products' potential downsides. Rather than defensively denying problems, they led the conversation about healthy technology use, earning credibility and respect.

2. Sustained Commitment Beats One-Off Campaigns: Seven consecutive years of #SwitchOff proved this wasn't a publicity stunt. Annual campaigns with evolving research showed genuine commitment to societal wellbeing, transforming marketing into a movement.

3. Research Grounds Emotion: Each edition was backed by studies revealing specific relationship impacts. Statistics about parent-child dynamics, marriages, and dining table conversations gave emotional storytelling factual foundation, making messages more compelling and actionable.

4. Move Beyond Ads Into Action: Restaurant partnerships, in-app reminders, expert collaborations, and Switch Off Day transformed passive viewing into active participation. Real-world interventions demonstrated that Vivo's commitment extended beyond marketing budgets into genuine behavior change initiatives.

5. Counter-Intuitive Positioning Creates Differentiation: In a market where competitors highlighted connectivity and features, Vivo championed disconnection and presence. This paradoxical stance—a smartphone brand advocating for less smartphone use—cut through clutter and positioned Vivo as uniquely conscious and responsible.

The #SwitchOff campaign ultimately asks a question every technology user must answer: Are we using our devices, or are they using us? In a world where notifications constantly demand attention, where meals are interrupted by buzzes, and where children dress as phones to get noticed, Vivo's answer is clear—technology should connect us to what matters most, not disconnect us from it.

As Geetaj Channana eloquently put it: "Every family remembers a time when dinner was the happiest pause in the day. Today, those moments disappear quietly, not because we don't care, but because our attention is constantly pulled away. The Switch Off campaign was created to remind people that meaningful relationships deserve undivided attention".

Sometimes the most radical thing a smartphone brand can do is remind us that the best moments in life happen when we put our phones down. That's the legacy of #SwitchOff—not just a campaign, but a movement asking India to reconnect with what was always most important: each other.