It's a known fact that millennials love brands that are plugged into the fears and joys of their lives. While young, urban Indians are deeply attached to their phones, they have also
… read morestarted acknowledging the existence of screen addiction. There lies an opportunity for a brand to promote balanced phone use and come out as a caring partner who advises youngsters to look up from their screens and put the people they are with before their phones.
To own this philosophy, we conducted a social experiment on Valentine's Day. Ogilvy & Mather Mumbaicreated a concept called 'Vodafone Phone Valet'. The phone valet let young couples check-in their phones at the beginning of their date night so they can spend the whole evening free of distractions and focus on the only thing that matters that evening - their Valentine's date. We then captured their reactions at the end of the night and compiled it as a video to inspire others to #lookup.
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