Vodafone India has launched a new campaign to indulge their consumers in a volley of voice based services their toll free number 123 claims to offer.
The campaign created by Ogilvy works on the thought that your phone is not just meant for talking.
With this campaign Irrfan Khan makes a comeback in his bona fide avatar. For the Southern market, the campaign features actor Prakash Raj.
The first TVC shows Irrfan Khan sitting in a men's salon whining about how people invite him on their birthday parties just to get some dope on some celebrity gossip. He then suggests viewers to dial 123 for Vodafone to avail for celebrity gossip feeds.
Watch the second TVC of this campaign
In the second TVC, Khan is lamenting the fact that his wife doesn't serve him varied cuisines and yet expects him to compliment her cooking every time she makes the same old curry. He then asserts that Vodafone's 123 services could give an access to recipes of exotic dishes and if she were to follow them, she might get to hear a heartfelt compliment from his side every once in a while.
Explaining the rationale behind the campaign, Anuradha Aggarwal, vice-president, brand communication and consumer insights, Vodafone India, said, "'While most of us use smartphones and know the possibilities, there is a huge segment of consumers with basic phones and a lot of hesitancy in exploring other services or even data. So even while it is relevant to them, there is a huge inertia, with the lack of awareness, cumbersome activation process and uncertainty on costs and usage. It’s only fair that we involve and evolve this audience by giving them information they want without the complications. So, a voice based 123 service makes it easier."
On the move of bringing the two actors back in the new campaign, Rajiv Rao, national creative director, Ogilvy & Mather, said, "Irrfan Khan and Prakash Raj have long been our partners in the face of common man. The masses associate with them, for their raw and honest take on life. Add to that the unassuming optimism in the surrounding chaos. They echo their sentiments, agony and hope. With a simple narrative style, they explain technology more effectively for our target audience."
Client: Vodafone India
Agency: Ogilvy & Mather
National creative director: Rajiv Rao
Creative directors: Kiran Anthony, Shahrukh Irani, Pradyumna Chauhan
Country head (Vodafone): Kapil Arora
Account management: Sarang Wahal, Paghna Bhatia, Himangi Kanodia, Ekta Mehta
Production House: Good Morning Films