Spring Fit Revives #AbToSoJao Campaign
A series of quick-witted shorts, Conceptualised and Created by Ice Media Labs, to wake us up to our unhealthy sleep patterns
With the boom in OTT and social media platforms, Indians are burning through their data limits faster than the midnight oil. With smartphones making it convenient to carry anywhere, there has been a significant rise in screentime consumption of Indians, across age and gender. This has resulted in acute sleep deprivation, phantom phone syndrome and mobile addiction being too common to notice. It’s easy to believe the sources that claim, India is now the second most sleep deprived country in the world.
A Homebased Indian Mattress company, SpringFit has come up with a series of shoulder shaking videos to remind us of our unhealthy sleeping habits that prevents us from enjoying the much needed and much deserved shut eye. SpringFit along with Ice Media Labs, is reviving the hashtag #AbToSoJao with an interesting twist to their plea, by having the message delivered by the Guardians of sleep, i.e., essentially the people, who sacrifice their sleep for the rest of the country to sleep peacefully. In this case, a role decorated by an Army officer, a Security guard, and a lady police officer on her night duty, respectively.
This three-part series shows these frustrated guardians of sleep, discipling their dozing subjects displaying these unhealthy sleeping habits. While the film starts with a comical context it ends with a hard-hitting appeal to show some respect to these dutymen and put down our electronic gadgets in order to enjoy a good night’s sleep.
While elaborating on the campaign, Nitin Gupta, Executive Director SpringFit Mattress, quoted “quality sleep is a basic requirement of human health & happiness. Unfortunately, today’s youth are active at night and are unable to make up for their lost sleep in the daytime due to their work schedule. This leads to sleep deprivation and other related issues. At SpringFit, this is just a small step we have taken to promote good sleep.”
Debojit Saha, Creative Head of Ice Media Lab and Analytics, who also helped execute the previous campaign under the same hashtag #AbToSoJao, explained, that there is a shift in the sleeping patterns of millennials today. Our research pointed out that during the work from home setting, the youth are giving up on their night sleep and cover-up with short naps during the daytime. “This insight inspired us to make an abstract comedy based on the new sleeping habits”
What’s most interesting is the strategic placement of the ads at specific times of the night on social media and OTT platforms. So, the next time you’re mindlessly binge watching or scrolling through social media, one of these SpringFit guardians of Sleep is bound to pop up giving you a much-needed nudge to go to sleep!
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