MAM
Indians are spending more time on smartphones since lockdown: Vivo report
NEW DELHI: Mobile manufacturer Vivo has shared the findings of the second edition of ‘Smartphones and their impact on human relationships 2020’, a study that showcases the impact of mobile devices on consumers in this year of social distancing.
As the smartphone becomes the centre of universe in our lives, its impact on society, on behaviours and every day human connections is significant. The study evaluates and sheds light on the various dimensions of increasing smartphone usage – extent of usage, impact of lockdown on usage patterns, impact on personal health and social relationships.
The study revealed that 66 per cent Indians believe that their smartphone improves their quality of life. Still, a shocking 70 per cent feel that if their smartphone usage continues increasing, it is likely to impact their mental/physical health. Additionally, 74 per cent of respondents said that periodically switching off their mobile phone can help them spend more time with family. However, only 18 per cent of users have actually switched off their phone on their own.
Vivo India director – brand strategy Nipun Marya said, “The year 2020 was unusual – a year that nobody had imagined. Amidst the socially distant lives that the pandemic pushed us to lead, the smartphone emerged as the central nervous system for everything – be it working or learning from home or staying connected with friends and family. However, while smartphones have given much-needed flexibility to people, its excessive use has led to addiction among users, and that in turn is impacting human relationships and behaviour.”
Here are the key takeaways from the report on smartphone usage and the impact of Covid2019 on it:
• 25 per cent increase in average daily time spent on smartphone has increased in the post-Covid era
• Indians are spending more time on smartphone since lockdown (April 2020) – OTT (59 per cent), social media (55 per cent) and gaming (45 per cent)
• The smartphone is the central nervous system for everything that consumers do.
o 79 per cent users agree that a smartphone helps them stay connected with their loved ones
o 66 per cent users agree that smartphones improve overall quality of life
Addiction – While smartphone emerged as a necessity and had given much-needed flexibility to people, its excessive usage has triggered addiction:
• 88 per cent users said that people point them out for using the phone when they are with them
• 46 per cent people pick up the phone at least five times in an hour-long conversation
• 70 per cent users feel excessive use of smartphones is impacting their mental and physical health
• 84 per cent users check their phones within 15 minutes of waking up
Relationships – The smartphone addiction resulting from excessive usage of smartphone is impacting human behaviour and relationships:
• 89 per cent respondents agree that excessive use of smartphone is having an impact on the quality of time spent with their loved ones
• 74 per cent said that it is important to have a life separate from your smartphones
• 70 per cent users feel that mindless usage of smartphones is adversely impacting their relationships
Empathy – Let’s #SwitchOff for a while for a healthy mind and a healthier life
• 73 per cent would be happier if they spent less time on smartphones
• 74 per cent of respondents feel that periodically switching off their mobile phone can actually help one spend more time with family
The study was commissioned by Vivo and executed by CyberMedia Research (CMR), conducted across top eight cities in India – Delhi, Mumbai, Kolkata, Bengaluru, Chennai, Hyderabad, Ahmedabad and Pune. The report cuts across age-groups and demographics: youth, working professionals and housewives spanning the age groups of 15 to 45. The total number of respondents were 2,000 out of which 30 per cent were females and 70 per cent were males.
MAM
Dinshaw’s launches 3x chocolate cone with ‘Dildaari’ campaign
Vinod Kambli fronts summer push built around richer final bite.
MUMBAI: The sweetest part of an ice cream may no longer be the first lick, it is now the last word. Dinshaw’s is rewriting the rules of cone indulgence with its new ‘Dildaari’ campaign, built around a simple twist: three times more solid chocolate at the tip.
At the centre of the launch is a familiar consumer truth, the final bite of a cone is often the most anticipated. Dinshaw’s is leaning into that moment, turning it into the hero by amplifying the chocolate layer at the bottom, effectively repositioning the end of the cone as the highlight of the experience.
The campaign is fronted by former Indian cricketer Vinod Kambli, whose personal journey lends an emotional undertone to the storytelling. Built around the line “Jinko life mein thoda kam mila, unke liye thoda zyada”, the narrative blends nostalgia with generosity, framing the product upgrade as more than just a feature, it is a gesture.
Timed for peak summer and the ongoing cricket season, the campaign taps into moments of heightened consumption and sentiment, where small indulgences carry outsized emotional value.
The new range features nine flavours Badam Roasted, Butterscotch, Caramel Dolce, Choco Chip, Chocolate Brownie, Chocolate Ganache, Cookies n Cream, Mississippi Dark and Mocha Black and White each designed to complement the enhanced chocolate finish.
Conceptualised by Womb, the campaign pivots away from functional messaging to a more human insight: that sometimes, the smallest additions can make the biggest difference.
As brands continue to hunt for differentiation in a crowded category, Dinshaw’s bet is clear, if you cannot change the whole cone, make the last bite unforgettable.
