Washington Apple launches new campaign with #DigitalDetoxChallenge


The United States-based quasi-public body, Washington Apple Commission’s India representative office, SS Associates launched its latest campaign with the #WashingtonApplesDigitalDetox Challenge. The campaign has been launched to encourage a new take on mental and physical health amidst the second wave of the  COVID-19 pandemic.

SS Associates collaborated with Bottomline Media Pvt Ltd for conceptualizing and strategizing its latest campaign. Bottomline Media Pvt Ltd, a media movies marketing company based in Mumbai, identified the perfect mix of influencers across genres to build a well-rounded digital campaign. The media agency launched the #WashingtonApplesDigitalDetox Challenge on Instagram and Twitter platform to mark the start of the campaign.

The campaign and supporting digital detox challenge have been launched to encourage citizens to take some time out from their busy daily schedules for themselves. The lockdowns and stringent social distancing measures imposed to curb the spread of the COVID-19 virus has bound us within our four walls. While everything has taken a digital turn, it comes at the price of increased stress and other adverse effects due to increased screen time.

#WashingtonApplesDigitalDetox Challenge launched as an integral part of the campaign “promotes individuals to digitally detox for one hour every day where the only “App” is the Washington “App” le”, said Tanaaz Bhatia, CEO, Bottomline Media.

Many celebrities, actors, fitness enthusiasts, chefs, lifestyle bloggers and content creators participated in the #DigitalDetoxChallenge, including Four Bollywood wives- Bhavana Pandey, Maheep Kapoor, Neelam Kothari and Seema Khan. Actors like Neha Dhupia, Angad Bedi and Pooja Ramchandran also actively participated in the challenge.

The influencers talked about the importance of digital detox in our everyday life to take care of our physical and mental health. They also shared their experience of how they utilized the 1-hour, whether it be spending time with their family, meditating, expressing gratitude to loved ones or effectively using the time to reinvent and reset their lifestyles.

#WashingtonApplesIndiaDigitalDetoxChallenge is currently trending on Twitter and Instagram where various people are participating to encourage a healthy digital detox with Washington Apple Commission.

Expressing his happiness on the success of the campaign, Sumit Saran, India representative of Washington Apple, said, “This was the first time we communicated indirectly through a cause (digital detox) that impacts all of us.”

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