Vodafone India has launched a campaign to promote its music videos app, including three films. The campaign conceptualised by Ogilvy & Mather went on air on 10 March. The objective is to position Vodafone Music as a one-stop-destination for all music needs, according to the telco. The campaign features a family of six on a road trip in their van.
One of the films titled ‘Picnic’ features them stopping enroute under the shade of some trees. The middle aged man and his wife are arguing about who the female lead was in a particular Bollywood number. Their son downloads the video of the song on his mobile using the app. To their dismay, it’s neither Katrina (the man’s claim) nor Kareena (whom his wife said starred in the song), but Deepika Padukone. The young boy and his sister break into laughter, before the product is introduced with a call to action (SMS to 111).
A film titled ‘Sharing’ featured the grandfather of the house trying to placate his angry wife. He manages to do so with a Bollywood song using the app, as the van cruises along the desert road.
In another of the films, it’s the young boy’s turn to be at the receiving end of the music. He is in a hurry to relieve himself and urges his father, who is at the wheel, to rush to a destination with a rest room. His sister plays a devotional song (urging God to ‘Give us strength’) to make fun of him using the app. When they do reach a petrol pump, he’s frustrated even more as the toilet is locked.
Creative agency: Ogilvy & Mather
Media agency: Maxus