Shephali Bhatt
Oct 30, 2012

Vodafone draws attention to its 121 service in new campaign

WATCH the ad film created by Ogilvy & Mather

wide player in 16:9 format. Used on article page for Campaign.

Vodafone has created a new campaign to lure the SEC B and C segment of customers towards an IVR (Interactive Voice Response) service called 121. The service allows customers to avail the offers for products like STD, SMS, VAS and data. 

The TV commercial, created by Ogilvy & Mather, shows a bunch of women instructing their tailor on how they require their respective dresses to be stitched. All of them have unique demands peculiar to their requirements. In the end, a voice-over says that Vodafone provides 'Made for You' offers to its customers that could be availed for, by dialling 121. 
Anuradha Aggarwal, senior vice president - brand communication, insights and online, said, "The brief to the agency was to bring to life the essence of 121- Vodafone will give you an offer best suited for your needs, since we understand that each person’s needs differ from one another."
Rajiv Rao, national creative director of Ogilvy & Mather, who also directed this film, added, "This was one of the first ideas that we thought of executing. It's a simple idea to show custom-made offerings to the customer. The beauty of this idea is that although it might be unusual to see this scenario for a telecom product, yet it is so true and relatable that people connect with it instantly. Each character has a different way of talking which is equally charming." 
Rao added that there will be two more TVCs in the campaign which will be rolled out soon. This will be a six week long campaign spread across all mediums, including TV, print, radio, outdoor, digital and on-ground. 
Unplugged moments
Rao said that the ads were shot in a studio setup in New Delhi and the casting for characters was done in Delhi as well. "We handed the scripts over to the cast of girls and let them improvise a bit. It was great fun to see the girls come up with so many spontaneous lines themselves," he said. What we see in the 35 seconder is only about 20 per cent of what they actually shot, he added. 
Client: Vodafone
Agency: Ogilvy & Mather
National creative director: Rajiv Rao
Country head - Team Vodafone: Kapil Arora
Senior creative director: Kiran Anthony, Shahrukh Irani
Creative team: Jigar Fernandes, Makarand Berde, Rakesh Jha, Harshad Salian, Parth Gadhia
Account management: Sarang Wahal, Chatak Vakharia, Shivali Bhalla
Account planning: Anoop Menon
Production house: Good Morning Films
Director: Rajiv Rao
Media agency: Maxus 
Campaign India