Vodafone India has rolled out an initiative titled 'SuperHour', which allows users to use unlimited data for an hour, for Rs 16. A film for the same has been released which is conceptualised by Ogilvy & Mather.
It opens at a roadside restaurant. A lady is talking about calories and data, and mentions that she's usually particularly careful about the two. She goes on to state that, while she will continue to worry about calorie consumption, data dieting is now over. She mentions that she'll exercise with a trainer, while the latter is in the gym and she's at home. She adds that she'll also learn how to cook salads using YouTube and shortlist clothes online. She adds that during the 'SuperHour' she'll create havoc using the free data.
The film ends with the voice over introducing Vodafone's unlimited 3G/4G data at Rs. 16 per hour.
Sandeep Kataria, chief commercial officer, Vodafone India said, “We are breaking all shackles that concern customers in their use of internet with SuperHour. You can use and download as much data as you like for one hour at a fixed, nominal price. Moreover, with unrestricted repeat purchase, you can make every hour SuperHour. Our customers are now increasingly consuming more content and video online and with this fantastic SuperHour offer, they will be able to enjoy more of it in a worry free manner, while remaining confidently connected on Vodafone SuperNet, our best network ever.”
The film went on-air on 10 January 2017.
One more TVC will be part of this campaign that also consists of OOH, digital and on-ground legs.
Client: Vodafone India
Creative agency: Ogilvy & Mather
National creative director: Rajiv Rao
Executive creative director: Kiran Antony
Creative team: Rohit Dubey, Nikhil Waradkar, Sohil Wadhwania, Riti Hamlai
Global clients’ director: Hephzibah Pathak
Senior VP and head of team Vodafone: Hirol Gandhi
Account management team: Debaleena Ghosh, Shubhi Pandey, Mann Mukesh
Planning: Anoop Menon, Kamakshi Thareja
Production house: Corcoise Films
Director: Vishwesh Krishnamoorthy
Producer: Kunal Kamra
(Credits amended at 13:25 hours on 11 January, post a clarification from Ogilvy & Mather.)