It all began with a question. A bold, unsettling one.

“How much is too much?”

Technology has given us everything. A world where a father could see his baby’s first smile through a screen thousands of miles away. Where a best friend’s wedding could be witnessed live from another continent. Where every corner of the globe fits snugly into our palms.

But somewhere, we stopped looking up.

The warmth of a family dinner was replaced by the glow of screens. Laughter between friends was interrupted by a buzzing phone. We stayed connected to the world but drifted away from those closest to us.

In 2019, vivo decided to ask a bold question: How much is too much?

That question sparked a revolution. At vivo, we believe in creating technology that brings families closer. But we also recognize the need for balance. The Switch Off campaign encourages people to intentionally reduce their smartphone usage to give undivided attention to their loved ones. Excessive screen time isn’t just about the moments it takes away—it risks creating long-term cracks in the bonds we hold dear.

The first Switch Off campaign urged us to disconnect from our screens and reconnect with our loved ones. It was a nudge to put our phones down at dinner, to truly listen during conversations, to pause and prioritize relationships over notifications.

Since then, Switch Off has grown into more than a message, it’s a mission.

This year, vivo has drawn the wisdom of Catherine Price, a renowned Science Journalist, TED speaker and the Founder of Screen/Life Balance, and the creator of a 30-day, interactive, SMS-based course designed to help people create better relationships with technology and Riddhi Doshi Patel, who is a renowned Child Psychologist, Parenting Counsellor, and Mental Health Advocate and has impacted over 1.5 million lives through counselling, workshops, and seminars. With expertise in corporate training, education, and community outreach, she has led initiatives empowering youth, women, and startups while earning accolades like the National Award for her transformative work.

Through these collaborations, vivo is diving deeper into the impact of screen time on these relationships. The campaign sheds light on how small moments of connection—reading a bedtime story, sharing a laugh; can be lost to the endless scroll.

Switch Off isn’t just about stepping away from our phones for a moment. It’s about creating a cultural shift. It’s about asking hard questions: Are we giving our best attention to the people who matter? Are we using technology mindfully, or letting it control us?

Now in its sixth edition, the Switch Off campaign addresses challenges in parent-child relationships caused by excessive smartphone use. While smartphones play a significant role in enhancing knowledge and staying connected with family, the campaign emphasizes using them mindfully to cherish moments with loved ones.

As vivo continues its journey as a pioneer in smartphone innovation, it carries this responsibility: to enrich lives without compromising them. The Switch Off campaign stands as a testament to that promise—a movement urging us to pause, reflect, and rediscover the beauty of human connection.

Let’s take a close look at how the 5 years of Switch Off campaign have been.

Timeline

2019

The Beginning: Realizing What We Lost

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 or meet them perhaps once a month. In an emotionally captured video starring Aamir Khan, vivo intended to showcase how smartphone users fail to interact with their surroundings due to continuous mobile usage.

2020

Staying Connected, Yet Drifting Apart

In 2020, vivo’s ‘Smartphones and their Impact on Human Relationships’ study revealed 89% of respondents felt excessive smartphone use strained their family bonds. The campaign encouraged Indians to disconnect and from this habit and foster deeper connections with their loved ones. A film featuring Fareeda Jalal playfully highlighted this issue, showing a family engrossed in screens during mealtime.

2021

When Parents Looked Beyond the Screen

The third edition of #SwitchOff shed light on how excessive smartphone use impacts parent- child relationships, with 74% of parents acknowledging the harm. vivo urged parents to reconnect and rediscover the joy of family time. An emotional video starring Jimmy Shergill portrayed a child yearning for his father’s attention, sparking a heartfelt realization about choosing love and laughter over screens.

2022

Choosing Us Over Notifications

The fourth edition of #SwitchOff highlighted how excessive smartphone use had strained marriages, with 88% of couples admitting its negative impact. vivo urged couples to prioritize meaningful moments together. A heartfelt video depicted a wife emailing her husband beside her, about her illness. This poignant moment made him realize his emotional absence and the need to disconnect from his phone to reconnect with his relationship.

2023

Rediscovering Bonds, One Moment at a Time

The 2023 study, ‘Impact of Smartphones on Parent–Child Relationships’, revealed 93% of parents felt guilty about strained bonds due to excessive smartphone use. The campaign film showed a father realizing his daughter’s joy came from his undivided attention during flights. Moved by this, he recreated that moment at home, switching off his phone to rekindle their connection.

I was busy with my phone, ignoring my one year old son Shaurya. One day, he crawled toward a toy, put it in his mouth, and started choking. I was so panicked and saved him just in time. that guilt hit me so hard. From that day, he put my phone aside, choosing to focus on my son Shaurya, realizing my family needed me more than anything else in the world.

Mayank Gupta

Marketing

In 2020, during my UPSC preparation, I made the strong decision to permanently delete my active Instagram and FB account and later WhatsApp, stepping away from social media. Even after the exams, despite feeling the urge to return, I resisted, prioritizing my newfound peace. By 2022-23, as I traveled extensively across India—from cities to remote regions—I felt a fleeting sense of missing out on sharing moments online. Yet, I chose to stay present, connecting deeply with my parents, people I met, nature, and stories etched as cherished memories. (4.5yrs without SM) As an Air Force kid, raised through constant moves, this journey of self- discovery and spirituality was profoundly fulfilling.

Divya Raghav

Research & Insights

Hi, I’m Utkarsha, a 25-year-old woman living in Delhi for the past 10 years since my school days. My family is in Patna, Bihar. As a teenager, I often visited home during vacations but spent most of my time on my phone, unaware that my family eagerly waited 8–9 months to be with me. Over the past two years, I’ve realized the true value of family time. Memories of Chhath Puja, games with cousins, and daily activities have become treasures. Now, I promise to focus on my family during visits because “Zindagi badi honi chahiye, lambi nahi.” So, cherish your loved ones!

Utkarsha Shrivastava

Retail Management

I confess, I used to be glued to my smartphone. But the Switch Off Campaign changed everything. Now, weekends are sacred. The WiFi router goes off, phones are tucked away, and my daughter and I emerge from the digital fog. Remember those Clay forts we used to build as kids? We do that now! We rediscovered board games, laughter, and the simple joy of just being present with each other. It's not about rejecting technology, it's about choosing connection.

Ranjan Singh

Product

The Switch Off Campaign made me reflect deeply on my time with my family, especially my wife and 1.5-year-old son. With frequent travel and long hours, I often found myself giving them only 2–3 hours a day, and sometimes even less. Inspired by the campaign, I took an oath to change. Now, the moment I return home, I set my phone aside and dedicate my time entirely to them. Playing with my son and sharing moments with my wife has brought so much joy and strengthened our bond. This simple change has made our time together more meaningful than ever.

Kartik Rastogi

Marketing