Ad Campaigns
vivo India urges parents to #SwitchOff, and connect with kids
Mumbai: Smartphones have become an integral part of our day-to-day lives. But, the excessive use of smartphones post-pandemic has also impacted human relationships. It is this thought that inspires vivo’s new ad film.
The global smartphone brand has launched the third edition of the #SwitchOff campaign with a thought-provoking film that showcases how parents are missing out on being fully present in their children’s lives.
Conceptualised by Lowe Lintas, the film has a heart-warming storyline that showcases a father-son relationship before the smartphone became indispensable. The character of the father, in the end, realises the need to disconnect and recapture the relationship he shared with his son.
Lowe Lintas regional creative officer Amar Singh said, “Children are very quick to pick up on the signals we send out. And a child’s mind is a very fertile place. This film conceptualiSed by Rajat, Vishal, Stuti, and Kushal, explores what may be going through a child’s mind as he sees his parents obsessing with their phone. What inferences his little mind might draw? And how it’s imperative for adults to find it within themselves, to stop.”
The campaign is founded on the observation from vivo-CyberMedia Research (CMR) study ‘Impact of Smartphones on Human Relationships 2021’ that underlines that 74 per cent of parents say that their excessive usage of smartphones has hurt their relationship with their children. The study focuses on the relationship dynamics of parents and children with respect to the omnipresence of smartphones in families.
vivo India director brand strategy Yogendra Sriramula said, “The pandemic has made digital technology and smartphone devices an indispensable need for all of us. But, this excessive usage of these devices is also impacting the young and naïve minds around us. We might be around our children, but the quality of the time spent with them is something that we don’t pay much attention to. Hence, this year, we thought of focusing on driving awareness and realisation of excessive smartphone usage by adults that is impacting their relationship with their kids. We believe the film delivers an eye-opening and thought-provoking message to all of us.”
The smartphone brand recently announced the findings of the third edition of the study titled ‘Impact of Smartphones on Human Relationships 2021’, which showcases the impact of smartphones on users and their effect on relationships. The study highlights that while the time that is spent with kids and family, in general, has gone up, the quality of time spent has deteriorated.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
