Title: Sleep Day Springfit
Format: Branded Digital Campaign
Release date: World Sleep Day (March 2020)
Filmmaker: Anirban Deb
Synopsis: #AbToSoJao in a role reversal creative route, children are asking a very fundamental question to their parents. Does 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 sleep on time.