India is one of the fastest-growing markets for digital consumers, with 750 million internet subscribers in 2021.

Over 90% of this usage happens over the mobile. While there are positives to mobile penetration - 'digital addiction' has had a dangerous impact on everyday social behaviour. This 'heads down' addiction has a real and detrimental impact on attention, relationships and quality of time spent with family and friends.

The always 'comparing' social media universe makes matters worse and studies have shown direct correlation between increased screen time and suicide rates amongst the youth.

This inspired us to create an image of an early 1900s family portrait but with all heads down, and mount it in a vintage frame to communicate our message:

'It's not your fault, the mobile would have been an addiction in any generation.'

and encourage people to inquire about the digital detox program launched by Masina Hospital.