Vodafone has rolled out the last film of its 'data strong network' campaign which featured an elderly couple on holiday. The campaign was conceptualised by Ogilvy & Mather and had a total of six films.
The last of these six films opens with the couple waiting for their train back. The man is on a video call with his daughter discussing the trip. While talking to her he shares pictures from the trip. He signs off by saying, 'This is nothing. I can't wait for the next trip'.
Rajiv Rao, NCD, Ogilvy & Mather, said, "The task on hand was to land the message of a data strong network. So instead of showing cool young people doing cool youthful stuff with their phones, we decided to tell the story of a traditional South Indian old couple who are young at heart, still getting used to new ways of using data on their mobile phones. We believed this would be refreshing, honest and endearing. The choice of the cast was very critical to the campaign. We were looking at non actors, who looked genuine as a couple, were relatable and yet comfortable in front of a camera."
Kiran Anthony, ECD, Ogilvy & Mather, added, "The challenge was to make the campaign stand out in the clutter of ads during IPL, yet charming. We came up with a series of relatable stories about an old couple who are living their life to the fullest in Goa enabled by the 'Data Strong' Vodafone network. We were lucky to find an adorable real life couple and the fact that this was actually their first trip to Goa made the whole campaign a lot morecharming."