Vodafone creates music analogy to highlight Red advantage

Vodafone India has launched an integrated campaign to promote its postpaid offering Vodafone Red. The campaign has been conceptualised by Ogilvy & Mather and will run for six weeks. A TVC went on air on 9 September.

 

According to the telco, the launch of Red is to 'grow the postpaid business at an accelerated rate'. The campaign looks to highlight Vodafone Red's three main features: 'Combo Plans', 'Pool & Share' and 'Relationship Manager'.

 

One of the TVCs is set in a rustic European small town. The ad film features a street musician playing a guitar and whistling a tune. People go by paying no attention to him and his music. Disappointed, he heads home and builds something, occasionally testing the sound made by various 'instruments'. The next day, he’s back on the road with a clutch of musical contraptions strapped to his body. When he starts playing, he attracts a crowd, all of them enjoying the show and cheering him on. The film ends with a super reading 'Get many good things in one', with Vodafone Red Combo Plans (Data + Minutes + SMS).

 

Vivek Mathur, chief commercial officer, Vodafone India said, “Vodafone has always been the preferred brand for discerning, postpaid customers. With ’Vodafone Red’, we offer our postpaid customers a new and unique proposition that captures their need for increasing volumes of voice and data through multiple devices across family members. The built in conveniences, loyalty programme, focus on safety and security, and a dedicated relationship manager, makes‘Vodafone Red’ holistic and delightful.”

 

Credits

 

Client: Vodafone India

Creative agency: Ogilvy & Mather

Media agency: Maxus