It's a known fact that millennials love brands that are plugged into the fears and joys of their lives. While young, urban Indians are deeply attached to their phones, they have also started acknowledging the existence of screen addiction. There lies an opportunity for a brand to promote balanced phone use and come out as a caring partner who advises youngsters to look up from their screens and put the people they are with before their phones. To own this philosophy, we conducted a social expe...