Vodafone has launched two TVCs as part of the Digital Assets campaign. The campaign has been conceptualised by Ogilvy and Mather. Two of the three ads have been released with the last one to follow soon. The TVCs will be on-air for a month, starting 1 March.
The first ad film titled ‘Phone relay’ has been created to communicate easy bill payment. The ad film begins with a man calling up Gautam in London. Just as he says his hellos and enquires about the weather, the man’s wife takes the phone along with her to chat with Gautam. She enquires about the weather too just before handing the phone to her daughter who makes the same inquiries before passing the phone to her grandmother. While all this takes place, the man is shrewdly keeping track of the duration of the phone call. The ad film ends with a voiceover talking about how difficult it is to control your bill but the ease of paying it via Vodafone’s website or app.
The film titled ‘Small favours’ features a young man who is packing up for New York. Friends and family drop by and hand him things ranging from a jar of pickle to a pressure cooker to papad to a baby’s woollen overalls. At one point, he reasons that he is over the allowed luggage limit but the requests keep coming. The ad film ends with a voiceover saying, “Going abroad can get tough but buying an international roaming pack is easy.”
Ronita Mitra, senior vice president - brand communication and insights, Vodafone India, said, “We had The Digital Assets campaign planned in March 2015 in line with our marketing strategy. The Digital Assets campaign helps build thought leadership for Vodafone of being the first telecom brand to focus on its digital assets for communication. The campaign introduces three triggers for which the digital platform offers a simple and quick solution. The films are everyday stories that help dramatise the ‘ease of use’ of our digital assets – in order to create relevance for them for a telecom customer. Since, the ICC Cricket World Cup is currently underway, it is the right platform to get desired viewership and eyeballs.”
This will be supported by digital leg.
Creative agency: Ogilvy and Mather
Senior vice president – brand communication and insights: Ronita Mitra