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As part of its ongoing ‘Look Up’ campaign that pushes people towards spending less time on the phone, Vodafone has launched a new film ‘Shush Your Phone, Not Your Child’ for Children’s Day, observed on November 14 in India.

Created by Ogilvy India, the film repurposes the alphabet to stand for excuses given by parents when their children demand their attention such as ‘Abhi Nahin Beta’ [Not now, child]; ‘Baad Mein’ [Later] and ‘Chalo, irritate mat karo’ [Come on, don’t irritate me]. 

Speaking about the campaign Vodafone Idea chief digital transformation and brand officer Kavita Nair said: “In today’s digital age, we are increasingly more interested in ‘what else’ is out there rather than what is right in front of us, even if it is our own child. 

“As a brand that believes in genuine conversations, we want to remind our customers the importance of giving their children the right amount of undivided attention. 

“Through this Children’s Day campaign, we are encouraging parents to spend time with their kids instead of getting too busy on their phones and unknowingly ignoring them. We hope that people will take a lead, Look Up and connect on this Children’s Day in the real sense.” 

Ogilvy South and Team Vodafone chief creative officer Kiran Antony added: #LookUp has always been close to our hearts. So be it Friendship Day, Father’s Day or Diwali, we have used #LookUp to bring about a change in habit. 

“Nowadays, parents are always engrossed in their phones. Casually, but repeatedly, they use phrases to keep their children away. On Children’s Day, by using the English alphabet, we have demonstrated how children pick up these phrases and make them a part of their lives. We hope this will make the parents think and spend more time with their children.”

Interestingly enough, Vodafone subscribers may have to put their phones down for an entirely different reason.

The campaign comes at a time when the telecom company is contemplating pulling out of India, affected by an adverse business environment.

At a press conference in London yesterday, Vodafone global CEO Nick Read was quoted by the media as having said: “Financially, there’s been a heavy burden through unsupportive regulation, excessive taxes. If you’re not a going concern, you’re moving into a liquidation scenario – can’t get any clearer than that.”

A recent decision by the Supreme Court of India stipulated that the telco pay $4 billion for past dues including spectrum fees, license fees and interest.

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