Vi focuses on inclusivity and togetherness

Vi has rolled out a campaign 'be someone's we' through which it aims to focus on inclusivity and togetherness. 

 

The campaign has been conceptualised by Ogilvy and consists of four films, of which two have gone on-air during the opening game of the ICC Men's World Cup. The films use the soundtrack ‘Akele Akele Kahaan ja rahe ho’ by Mohammed Rafi in a new avatar and show slice of life situations where groups of people call someone who is alone. 

Avneesh Khosla, CMO, Vodafone Idea, said, “Loneliness is a growing concern in India, especially amongst the youth. We believe as a brand designed to aid connectivity, we have a strong role to play in addressing this concern. Our new campaign 'Be Someone's We' is designed to reflect our philosophy of inclusivity, helping the world become less lonely.”

 

Harshad Rajadhyaksha and Kainaz Karmakar, CCOs, Ogilvy, “Loneliness is one of the biggest silent killers of our time. The campaign shows how a simple phone call, a text or a connection in any way, can change how another person is feeling. Each story of the campaign addresses a different aspect of loneliness - from the first day at work to being a student in a city you don’t belong to. Rohit Dubey, who heads creative for Vi at Ogilvy has crafted the stories and Amit Sharma from Chrome films has brought them to life. Here’s wishing “Humari duniya mein akelepan ki koi jagah na ho.”

 

Along with the films, the campaign also consists of digital, OOH and retail legs.