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Families more connected to their phones than each other, says Renault ad

Mobile phones and social media are creating a disconnect within Indian families, a new campaign by Renault has suggested.

The automobile manufacturer and Law & Kenneth Saatchi & Saatchi created a social experiment with the Mumbai-based Gopalani family to find out how well they know each other in a hyper-connected household.

Created to coincide with International Day of Families on May 15, the YouTube video shows members being interviewed individually. Their efforts were recorded here:

In the three-minute video, each of the six family members was asked a series of questions about their relatives. These ranged from recent family holidays, to the children’s aspirations and friendships. Much to their shock and sadness, they all get many questions wrong.

Captions on the screen then point to a recent survey carried out in India, which suggested fathers spend more time on their phones than with their children. According to the survey, 86 per cent of couples do not spend more than two hours alone together, while 62 per cent said they did not feel connected.

The video ends on a happier note as the family goes on a picnic together in a Renault Lodgy Stepway in order to spend some quality time together – the one stipulation being that they leave their mobile phones behind.

Credits

Client: Renault India

Creative agency: Law & Kenneth Saatchi & Saatchi

National creative director: Charles Victor

Executive creative director: Kartik Smetacek

Creative team: Shashank Sharma, Anita Subramanian

Sr. Vice President: Vivek Kumar Duggal

Account management: Arathi Bhat, Pritish Nathaniel

 Production house: Colonial Films

Director: Supriya Sarin

 

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