We Celebrated Children’s Day with the ‘Kids, keep the phone away’ Campaign

This Children’s Day, we at myG chose to highlight an issue that often goes unnoticed inside homes: the silent rise of early screen dependency among very young children. As the largest mobile phone seller in South India, we understood the irony but we also recognised the responsibility. Instead of a promotional campaign, we celebrated the day by encouraging children to step away from screens through our ‘Kids, keep the phone away’ initiative.

Why We Took This Stand

Our showrooms interact with thousands of families every month. Over time, our team repeatedly heard concerns about toddlers spending hours on phones, often as young as one or two years old. Parents described disrupted sleep patterns, reduced outdoor play, increasing tantrums, and slow speech development all closely linked to early and prolonged mobile exposure.

Independent studies over the past few years have also reinforced these observations. Experts have warned that excessive screen time before the age of three can affect:

• language formation
• eye development and visual focus
• emotional self-regulation
• sleep quality due to blue-light interference

As a brand deeply rooted in Kerala households for nearly two decades, we couldn’t ignore these patterns. Children’s Day was the right moment to spark awareness and remind families that technology must support childhood, not replace it.

How the Campaign Unfolded

Across our myG Future showrooms, we created interactive spaces where children and parents could receive real guidance rather than product promotions. We invited child psychologists and paediatric ophthalmologists, who shared clear, evidence-based insights on:

• the ideal screen exposure for different age groups
• how early overuse affects developing eyes
• practical alternatives parents can adopt at home
• balancing technology access without harming growth

Parents appreciated the directness. Many admitted they had underestimated the impact mobile phones were having on their toddlers’ attention, speech, and behaviour.

Children walked in expecting a celebration; they walked out with something meaningful. We gifted each child flower seeds, symbolising growth that happens in the real world not on a screen. This simple gesture became one of the most memorable parts of the campaign, with families posting their children planting the seeds at home.

Extending the Message Beyond the Showroom

The campaign did not end inside our stores. Our social media pages became a space where parents shared experiences, asked questions, and reflected on their own habits. The conversation grew organically because the message felt real, not promotional.

We also highlighted success stories from families who had already reduced screen time and seen improvements in their children’s sleep, speech clarity, and mood. These shared experiences helped normalise the idea that stepping away from screens is not a punishment, it's a way of giving children back their childhood.

How the Community Responded

The response across Kerala was stronger than we anticipated. Customers thanked us for using our platform to address a long-ignored concern. Health professionals supported the initiative, and educators acknowledged that classroom behaviour is increasingly shaped by early screen patterns at home.

For us, the campaign validated a simple truth: technology brands must champion responsible usage, not just sales. Families trust us, and that trust must be reflected in our actions.

Conclusion

Children’s Day 2025 became more than a celebration; it became a reminder of why our brand exists. We don’t just sell devices; we stay connected to the people who use them. Through the ‘Kids, keep the phone away’ campaign, we used our reach to protect childhood, promote healthier habits, and strengthen our bond with families across Kerala.