Smartivity's New Ad Urges Kids to Swap Screens for Hands-On Play

Smartivity has released a new ad film that highlights a growing concern among parents—children relying heavily on screens for answers instead of exploring and learning through real-world activities. Created by Motima Films, the campaign focuses on the contrast between passive digital consumption and active, hands-on discovery.

The film opens with familiar scenes of children glued to devices as they search for quick solutions or entertainment.

Their natural curiosity appears muted as screens take centre stage. The narrative then shifts to Smartivity’s STEM-based DIY kits, showcasing a child actively building, connecting pieces, and watching the mechanism come alive.

The visuals underline the brand’s message that learning through building offers deeper engagement than scrolling through feeds.

• Smartivity’s new ad urges children to shift from screens to hands-on discovery
• Campaign highlights how DIY STEM kits spark curiosity better than digital consumption
• Brand positions constructive, tactile play as a meaningful alternative to screen reliance​

“Kids’ curiosity being diverted to screens… Our STEM-based toys help children explore, build and discover answers through hands-on play,” explains Ashwini, co-founder of Smartivity. Meanwhile, Sumedha, the brand’s marketing head, adds: “This film highlights a truth modern families face: kids turning to screens for answers… We want to spark a shift from passive screen-time to purposeful play.”

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The campaign aims to remind families that curiosity thrives when children work with their hands, experiment, and discover solutions independently. Smartivity presents its DIY kits as a meaningful option for parents seeking to reconnect kids with tactile, purposeful play in an increasingly digital world