Vodafone Idea has launched a new campaign featuring Shankar Mahadevan for its Vodafone Play service.
Conceptualised by Ogilvy, the film shows Mahadevan produce a rendition of his famous 'breathless' track. The lyrics for the track consist of some the offerings users can watch on Vodafone Play.
Kavita Nair, chief digital transformation and brand officer, Vodafone Idea, said, “Consumers today are spoilt for choice and look for entertainment options on the go. Vodafone Play addresses this need and is a one-stop entertainment destination. With this campaign we aim to highlight premium, diverse and ad-free content available on Vodafone Play for all consumers at no additional cost. Whether it’s live TV shows, latest movies, original content or nataks the consumer will have an option to watch the content on Vodafone Play.”
Kiran Antony, CCO, Ogilvy South and team Vodafone, said, “Vodafone Play has one of the largest entertainment libraries, and we wanted to play to our strengths. But how could we showcase all our best titles in an entertaining way? This is how we arrived at the thought of turning the unique singing talents of Shankar Mahadevan into a leverage for Vodafone Play."