In recent years, the rapid rise of screen time among children in India has become a cause of concern for parents and educators alike. According to a recent report by the National Commission for Protection of Child Rights (NCPCR), children in India are spending over 5 hours a day on screens, leading to challenges in social and emotional development. This Children's Day, we are launching a campaign with a heartfelt message: "Mobile Hatao, Khilone Lao - Bachcho ko Bachpan Lautao" (Put down the phone, pick up toys and bring back childhood).

Screens have become convenient babysitters, often helping parents keep their children occupied. But this dependency has implications. A study by the All India Institute of Medical Sciences (AIIMS) highlights that excessive screen time among Indian children can impact mental health, increase irritability and disrupt sleep. These findings point to a growing need for playtime that encourages social interactions, imagination and physical activity.

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The Power of Real Play in Child Development

In India’s cultural fabric, traditional play has always held an important place—from galli cricket to board games and handcrafted toys. The Centre for Early Childhood Education and Development (CECED) emphasises that physical and social play nurtures essential developmental skills in children. However, as digital screens have become increasingly accessible, these timeless forms of play are being replaced by screen-based entertainment.

Interactive play supports critical thinking, emotional regulation and creativity, all while offering kids a meaningful break from digital overload. Our Children’s Day campaign is an open invitation for parents to reintroduce their children to the world of hands-on, imaginative play.

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Tips for a Screen-Free Play Zone

Creating a dedicated space for screen-free play can make a real difference in a child’s daily routine. Here are a few tips for making this space enticing:

1. Create a Visual Appeal: Designate a corner with art supplies, building blocks and interactive toys that spark creativity. A visually stimulating space naturally encourages exploration.
2. Rotate Toys Regularly: Through the EleFant’s subscription model, you can provide your child with fresh toys tailored to their interests, keeping their curiosity alive and preventing boredom.
3. Set Boundaries on Screen Time: Establishing screen-free zones or hours helps create a balanced play routine without being overly restrictive. Slowly, physical play will become their preferred way to unwind.

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Why Real Play is Vital for Long-Term Growth

Transitioning from screen time to physical play isn’t just about reducing screens; it’s about giving children a childhood that cultivates well-rounded growth. According to NIMHANS, unstructured play is essential for building resilience, problem-solving skills and social adaptability in children—qualities that are essential in an ever-evolving world.

With our Children's Day campaign, we are here to support parents in providing toys that inspire creativity, curiosity and learning beyond screens. This Children’s Day, let’s bring back the joy of real play and let our children experience the wonder of a screen-free childhood!