Smartivity film urges parents to swap passive screen time for hands on play

Smartivity, the STEM based educational toy brand, has unveiled a new commercial that reflects a concern many parents recognise today children slowly losing their curiosity to endless scrolling and passive screen time.

The film, shot and executed by Motima Films, uses everyday moments to show how this shift happens. Children ask questions, parents are distracted, and over time the silence creates a gap. With fewer answers and less engagement, kids drift toward screens that keep them occupied but do not help them explore, build or understand the world around them.

Smartivity positions its STEM based DIY toys as an antidote to that passive loop. Built around hands on learning, each kit encourages children to build, experiment and discover how things work. In the film, a child who has retreated into screen time rediscovers that sense of wonder as they assemble a Smartivity project, rotate gears and bring a model to life. Curiosity returns the moment their hands and mind are equally engaged.

The brand philosophy Build. Play. Learn runs through the narrative as a clear call to parents. Instead of treating screens as the default answer to boredom, the film invites families to choose experiences that make children think, ask more questions and stay involved in the real world.

Ashwini, co founder at Smartivity, said the story comes from observations the team sees around them every day.

“This film reflects a reality we see all the time childrens curiosity being diverted to screens. Smartivity was created to change that. Our STEM based toys help children explore, build and discover answers through hands on play, the way curiosity is meant to grow,” she said.

Marketing head Sumedha added that the brand sees its role as offering a practical alternative rather than simply criticising screen time.

“This film highlights a truth modern families face kids turning to screens for answers. As a brand, our role is to offer a better choice. Smartivity toys give children a screen free, hands on way to learn, discover and stay curious. Through this film, we want to spark a shift from passive screen time to purposeful play because that is the future we are building as a brand,” she said.

Follow Marketing Moves on Instagram and Facebook for industry insights, strategy breakdowns, and brand transformation stories.