The campaign encourages mindful usage of technology and aims to inspire real connections
Mumbai: vivo India, in collaboration with Posterscope, the Out-of-Home (OOH) agency from dentsu India, took a refreshing step toward fostering real-world connections with its latest campaign. Titled Switch Off, the sixth edition of the campaign urged parents and children to reflect on their unmindful smartphone usage and encouraged them to temporarily disconnect to reconnect with family and friends, highlighting the importance of meaningful conversations during mealtime.
Executed by Posterscope, the campaign activation took place at Gola Sizzlers, Ambience Mall, Gurgaon, where thoughtful and creative interventions enhanced the dining experience. The initiative served a dual purpose – positioning vivo as a socially responsible brand and raising awareness about the significance of mindful dining.
Key highlights of the initiative included:
· Phone Holders: Encouraged diners to set their phones aside, fostering uninterrupted conversations.
· Cutlery Wraps: Delivered subtle reminders with every bite to stay present and engaged.
· Badges: Offered as takeaways to reinforce the Switch Off message beyond the dining table.
To further amplify the campaign’s impact, a 10-day Digital Out-of-Home (DOOH) activation was launched across Delhi, ensuring visibility in high-traffic areas and strengthening the campaign’s reach.
Reflecting on the campaign, Imtiyaz Vilatra, CEO, Posterscope India, said, “In a world increasingly dominated by screens, vivo’s Switch Off campaign served as a gentle reminder to prioritize real-life interactions. The initiative not only strengthened the brand’s connection with its audience but also positioned vivo as a catalyst for meaningful change.”
Geetaj Channana, Head of Corporate Strategy, vivo India added, “At vivo, we believe in spreading joy by simplifying technology and enhancing lives. However, it is equally important to take moments to disconnect and truly engage with those around us. Launched six years ago, vivo’s Switch Off campaign advocates for responsible smartphone usage, encouraging families to prioritize real-life relationships. Recognizing the dinner table as one of the places where families come together, for the sixth edition of the campaign, we partnered with Gola Sizzlers-a leading family restaurant chain-to promote family bonding and meaningful connections. It is a strong reminder to pause, disconnect and prioritize moments of genuine togetherness.”
By blending creativity with social responsibility, vivo and Posterscope brought the Switch Off campaign to life, making mealtimes more engaging and meaningful for participants. The initiative resonated with diners and reinforced vivo’s positioning as a brand that valued deeper human connections.
