Vodafone has launched a television commercial and digital campaign to create awareness for its content app. The commercial features Chitrashi Rawat.
In the ad, the protagonist has mehendi on her hand and has to wait for an hour before she can take active part in her friend’s wedding celebrations. She decides to put that hour to better use with Play, not just to entertain herself but also learn all the latest moves from dance numbers and make sure she shines at the sangeet function.
Research showed that that content apps are most often streamed when people have time to kill, during their commute or waiting for something. The TV commercial borrows this insight and is set in a relatable situation with a traditional touch.
The month long campaign is supported with communication created for digital, a major medium for the target group for the content app users.
Siddharth Banerjee, EVP marketing, Vodafone India, said, “Consumers still toggle between different apps for different kinds of content. Vodafone Play offers a complete on-demand mobile destination for our customers and the campaign highlights this unique position.”
Creative agency: Ogilvy