Vodafone's new TVC promotes VAS, 'SMS@10p'

Vodafone has unveiled a new commercial, to promote its latest value added service, 'SMS@10p'. The TVC has been created by Ogilvy and Mather.

Speaking about the brief behind the campaign, Rajiv Rao, group creative director, O&M said, "The brief was to communicate that the SMS rates have been lowered to 10p and to do this without making it like a  discount offering / promo communication." About the creative idea behind the campaign, Rao says, "The idea was to demonstrate how quickly the word spreads and how SMS was used as a medium for gossip."

Watch the TVC here:

At the start of the TVC, a man is at a jewelry store picking a ring for his girlfriend, when everybody right from the men behind the counter, to all the people he passes by on the street, give him knowing smiles and looks. Some people even come to the terrace of their buildings to take a look at him. A woman even offers the man a lift. When he finally arrives at the restaurant where he is supposed to give the ring to his girlfriend, all the people sitting at the neighbouring tables, too, start smiling beatifically at him. In fact, even his girlfriend knows about the ring, because of the way people have gossiped over SMS. The voiceover then says, that with Vodafone's new SMS @ 10p scheme, everyone will know!

The creative team behind the TVC includes Rajiv Rao, creative director Elizabeth Diaz, copywriter Aarti Kakkad, art director Virendra Shinde and director Prakash Verma of Nirvana Films.