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."