After a year and a half, Ogilvy & Mather Mumbai has brought back the 'BlackBerry Boys' to promote Vodafone's latest tariff plans for prepaid BlackBerry users.
The five 'BlackBerry Boys' from the first film return depressed as they bring out their journey in the form of a jingle in a 120-second film. Through the jingle they say that the BlackBerry is no more unique to them and with the launch of Vodafone's Rs 5 per day or Rs 129 per month BlackBerry Messenger plan their 'coolness' will be hit further as more youngsters get attracted to switch to BlackBerry.
A 30-second adapt of the film has also been created.
Commenting on the new campaign, Rajiv Rao, national creative director, Ogilvy & Mather said, "The brief was to launch Vodafone's Rs 5 per day BlackBerry Messenger scheme. The first 'BB Boys' campaign was about the prepaid tariff plan launched by Vodafone. Everyone loved the first TVC and remembers it fondly so we wanted to create a sequel for the film. The earlier campaign was very successful and well established and through this campaign we see where the BB boys are now after Vodafone has made their plans more affordable. We thought it would be interesting to bring the same boys back with the same group from the first TVC."
Commenting on the new initiative, Anuradha Aggarwal, senior vice president, brand, consumer insights and communications, Vodafone India, said, “We, at Vodafone India, are constantly on the lookout to provide innovative experiences to our valued customers. The objective of our campaign is to increase the appeal of BlackBerry services on Vodafone to a larger audience with special emphasis on the younger generation. Blackberry Messenger is extremely popular among our young customers and our aim is to enable this generation to get the most out of their Blackberry services at affordable prices.”
The BlackBerry Boys music video will go on air on 15 March and is part of a 360 degree campaign launched by Vodafone for the launch of the new tariff plan. Teaser ads are on-air already for the campaign.
Agency: Ogilvy & Mather (Mumbai)
National creative director: Rajiv Rao
Country head - Team Vodafone: Kapil Arora
Senior creative directors: Srreram Athray and Elizabeth Dias
Creative team: Rajiv Rao, Srreram Athray, Elizabeth Dias, Umma Saini and Indrajeet Kadam
Account management: Sarang Wahal, Chatak Vakharia and Rohan Manglani