MUMBAI: From meeting family members, shopping for colourful lanterns and new clothes, enjoying homemade sweets, to shopping online, exchanging greetings on mobile, share update on social media, get gifts delivered on our doorsteps - Diwali celebrations have changed over the years, losing some of its familial togetherness to the easy lure of the digital world. Identifying the need for people to connect and have real conversations, Vodafone is again encouraging us to #LookUp and this time around, celebrate Diwali with our families, by keeping down our devices.

Vodafone has launched a heart-warming video under its successful #LookUp campaign, urging viewers to celebrate Diwali with each other rather than with devices.

The film brings out the changing nature of Diwali celebrations seen through the eyes of a kid. It shows the contrast between how Diwali was celebrated traditionally by the child’s father with lots of love and warmth and how it is perhaps celebrated presently. With its stark difference, the film shows how technology sometimes takes over and people lose out on the connections that really matter.

Vodafone India EVP marketing Siddharth Banerjee says, “In the hyper-connected world, Vodafone again reiterates the need for real conversations, especially on occasions and festivals. Our #LookUp campaign has resonated well with our audience-generating online and offline talkability and driving up brand preference for Vodafone. Hence, after delighting our audiences on Valentine’s Day / Father’s Day and Friendship Day with #LookUp messages, this time around, we are extending our #LookUp philosophy to Diwali encouraging viewers to celebrate with family and friends in essence, the connections that really matter.”

Ogilvy executive creative director Kiran Anthony adds, “In this film we see a modern family through the eyes of a child who while excited to read his dad’s essay on Diwali, sees the family around him in complete contrast. Our endeavour is to remind people that while phones do play an integral part in our daily lives, it is perfectly fine to put them aside during those special occasions & celebrate with your loved ones.”