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.”
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
