Ogilvy & Mather has conceptualised a new TVC for the launch of BlackBerry services for prepaid users on Vodafone. Prior to this, only postpaid customers for Vodafone could access the BlackBerry services. Prepaid users will be able to access unlimited internet, chat and e-mail usage for Rs. 15 per day.The TVC is in the form of a song called “The BlackBerry Boys” which starts of with five top level management men shown singing the BlackBerry song. They think the BlackBerry adds to their already established ‘coolness’. But as they sing along, to their astonishment they see additional young people coming and joining them sing. The younger people through the song talk about the chat, e-mail and surfing features available on the move with BlackBerry. As the song goes on, more and more youngsters join in to sing the song. The film ends with a frame that reads, “BlackBerry on Vodafone Prepaid, not just for office guys, Unlimited Chat and Internet at Rs. 15 daily”.
Commenting on the TVC, Rajeev Rao, national creative director, O&M India, said, “The brief that we received from Vodafone was to launch BlackBerry services for prepaid users. Through this daily recharge option, Vodafone wants to make BlackBerry services more accessible.”
Anuradha Aggarwal, vice president, Vodafone India, added, “The idea started from BlackBerry itself. They wanted their services to become more mainstream as they realised a lot of young people were using the services to chat on the BlackBerry messenger and surf social networking sites on the internet. For this along with Rajeev and his team we went through obvious ways of launching it like the young man in a firm using it etc, before they cracked the idea of making this song.”
“Through the song we wanted to communicate that everyone’s proud to be a BlackBerry user and through the prepaid plan more users could use it”, added Aggarwal.
There’s a print and outdoor campaign that supports this TVC. The campaign is scheduled to go on for a month.
WATCH the TVC now
Credits Client : Vodafone, India
National Creative Director : Rajiv Rao
Creative Directors : Rajesh Mani and Mehul Patil
National Account Head : Kapil Arora
Account Management : Sarang Wahal and Prithviraj Shetty
Director : Prakash Varma
Producer : Sneha and Lisa
Production House: Nirvana Films