Vodafone builds on 'Made for You' promise with third film

Vodafone has released a third film as part of its 'Made for You' campaign promising customised offerings under its Vodafone 121 service.

The third TVC is set in a gym where different people stating their distinct reasons for joining the gym. If one wants to lose facial weight, another wants to build biceps while yet another wants to scale up his height a bit. One of them is only interested in visiting the gym when girls are working out. Just like the gym fulfils their unique purposes, Vodafone’s 121 service claims to be equipped to customise offers for its customers based on their usage.

Rajiv Rao, national creative director, Ogilvy & Mather, said, "The writers for this film were Kiran Anthony and Jigar Fernandes. One common thing about each of these TVCs was to exhibit how people have special requirements in various situations like when they approach a tailor, go to a barber or join a gym. The situations are simple and obvious and yet you can bring interesting things out of them."

Rao directed all the three films and this was his first attempt as a director. On the experience, he said, "This wasn't such a big jump because even as a creative you are involved in the whole process of film making. But this was different nonetheless. One had to take full control and be fully responsible for the whole process. Multiple things had to be done - casting, composing the frame, deciding the shooting location, clothes and the usual stuff."

Unplugged moments

While casting for the film, Rao was looking for people who looked real in front of camera and not ‘caricaturish’. He personally knew most of the people who were cast for the TVC. No surprises then that two of them were from Ogilvy. The character who joined the gym to grow taller was Aishik Sengupta, art director at Ogilvy Mumbai. The bespectacled man who aimed for a flat belly in the film was Neeraj Bassi, from Ogilvy Gurgaon's planning team.

Credits:

Client: Vodafone India
Agency: Ogilvy & Mather, Mumbai
National creative director: Rajiv Rao
Country head - team Vodafone: Kapil Arora
Senior creative directors: Kiran Anthony, Shahrukh Irani
Creative team: Jigar Fernandes, Makarand Berde, Rakesh Jha, Harshad Salian, Parth Gadhia
Account management: Sarang Wahal, Chatak Vakharia, Shivali Bhalla
Account planning: Anoop Menon
Production house: Good Morning Films
Director: Rajiv Rao
Media agency: Maxus