MAM
Vivo’s new campaign #SwitchOff urges mobile users to cherish relationships
MUMBAI: In light of the changing human behavior due to excessive use of smartphones, vivo, the global innovative smartphone brand today announced a campaign- #SwitchOff with their brand ambassador, Aamir Khan. The digital campaign aims to encourage smartphone users in India to switch off from their mobile devices and spend quality time with family and friends.
As per a recent survey conducted by vivo and CMR, it was found that 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 behavioral changes pertaining to smartphone usage.
In an emotionally captured 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.
Speaking on the need to #SwitchOff, vivo India director brand strategy Nipun Marya 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 behaviors 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.
Corroborating the idea shared through the campaign, Max Super Speciality Hospital Department of mental health & behavioral science director and head Dr. Sameer Malhotra 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.”
AD Agencies
Goafest 2026 set for 20–22 May in Goa
South Asia’s marquee advertising festival returns with ABBY Awards powered by One Show and promises bigger conversations on creativity and innovation
GOA: The advertising industry’s annual pilgrimage is locked in. The 19th edition of Goafest will take place in Goa from 20 to 22 May 2026, bringing together the biggest names in advertising, media and marketing for three days of ideas, networking and celebration.
Announced jointly by the Advertising Agencies Association of India (AAAI) and The Advertising Club (TAC), the festival will once again host the ABBY Awards powered by One Show 2026 — widely regarded as the region’s most coveted creative honours — recognising outstanding work across advertising and media.
Launched in 2006, Goafest has evolved into the industry’s marquee gathering, drawing more than 2,000 professionals each year. Beyond the awards, the event has become a forum for big debates, future-facing ideas and the occasional industry soul-searching.
Srinivasan K Swamy, president of the Advertising Agencies Association of India, said the festival remains a crucible for industry thought and collaboration. “Goafest has always been a melting pot of ideas, creativity and camaraderie. We aim to spark new conversations, fresh perspectives and fuel the future of advertising and marketing. It is an occasion for the industry to come together, celebrate excellence and engage in meaningful conversations about the future of our craft.”
Dheeraj Sinha, president of The Advertising Club, underlined the legacy of the ABBY Awards, now in their 57th year. “Goafest has always been synonymous with creativity, collaboration and industry excellence. The ABBY Awards powered by One Club continue to push boundaries and set new creative benchmarks year after year. In its 57th year, the awards continue to raise the bar, and this year’s edition will be even more inspiring, bringing together the brightest minds in the industry.”
For organisers, the festival has grown beyond a calendar event. Jaideep Gandhi, vice president of AAAI and chairman of the Goafest 2026 organising committee and founder of Another Idea, said the property has become a legacy for the industry. “In its 19th year, Goafest is no longer just an event — it is a legacy we are privileged to carry forward. It is a unifying force that brings together the various industry associations across advertising and marketing under one roof. I am deeply grateful to the stalwarts who envisioned this remarkable property, and it is heartening that some of them continue to be actively involved in its journey.”
The organisers promise that the upcoming edition will dial things up a notch. Mohit Joshi, co-chair of the Goafest 2026 organising committee and chief executive officer of Havas Media India, said the festival is gearing up for a bigger, more immersive format. “Over the past 18 editions, Goafest has evolved into a premier platform that celebrates creativity, innovation and the dynamic transformation of our industry. This year Goafest will be more impactful than ever. It will introduce new formats, immersive engagements and high-calibre discussions that have never been done before.”
“With a larger scale, an inspiring line-up of speakers and a focus on cutting-edge ideas,” Joshi added, “Goafest 2026 is set to redefine the way our industry comes together to learn, collaborate and celebrate.”
Co-hosted by the Advertising Agencies Association of India and The Advertising Club, the festival continues to position itself as South Asia’s premier advertising gathering — where ideas collide, creativity gets crowned and the industry takes a long, hard look at where it is headed next.
