SpringFit urges people to put away their smartphones and sleep on time

Conceptualized & created by ICE Media Lab, the campaign sees children singing lullabies for their parents to encourage them to go to sleep

e4m by exchange4media Staff
Published: Mar 14, 2020 4:00 PM  | 2 min read
SpringFit Ab To So Jao Ad

With 12GB data consumption a month & over 70 minutes a day of video viewing, India is definitely keeping very busy with their smartphones. This sudden change in behavioural pattern is resulting in acute sleep deprivation since the majority of this consumption happens mostly at night during sleep-time. If sources are to be believed, India is the second most sleep-deprived country in the world.

Homegrown Indian mattress company SpringFit is trying to put things back to normal. i.e. asking people to sleep on time! #AbToSoJao in a role reversal creative route, children are asking a very fundamental question to their parents. Do the adults (parents) practice what they preach? If children are asked to sleep on time, why the adults themselves are browsing mindlessly in their sleep time?

In a fun-filled yet impactful music video, the children talk about the hazards of smartphone addiction urging grown-ups not to intrude phones in their sleeping time. The film ends with hard-hitting visuals where the kids are actually shown singing lullabies for their parents at late night, asking Indians to wake up to the problem of sleep deprivation and to sleep on time!

Speaking on the campaign, Nitin Gupta, Executive Director SpringFit Mattress said, “quality sleep is the very basic of human health & happiness, nothing can be achieved without a good sleep no matter how updated you keep yourself. At SpringFit this is just a small step we have taken to promote good sleep.”

Debojit Saha, Creative Head at ICE Media Lab added, “#AbToSoJao puts the adults in a fix, it aims to make ourselves feel uncomfortable in front of the children. Mobile phone addiction is real, we will soon turn into zombies unless we correct ourselves asap”!

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