Vodafone showcases viral power through ‘crazy feet’, to promote unlimited internet packs

Vodafone has launched unlimited internet packs starting at Rs 199, for which a new TVC has been rolled out.

The film created by Ogilvy & Mather Mumbai shows a group of friends on a backpacking trip. They encounter some tribals dancing, and a particular dance step catches their attention. One of them records it and uploads it to Facebook with a song 'Crazy Feet' in the background. The video grabs the attention of people worldwide. People are shown performing the same step at home, in a dance class, on the basketball court, at a wedding, in a railway station, at parties, on reality shows, and even in a swimming pool. The sequence ends with a kid jumping to the rhythm in a car, followed by a super that reads, 'Because fun has no limit' and introduces the new unlimited internet packs from Vodafone starting at Rs 199 per month.

Commenting on the film, Rajiv Rao, national creative director, Ogilvy & Mather, said, "We are looking to talk to guys who are already using the internet on computers and other devices, but are a little skeptical about using it on their mobile phones because of the charges associated with it. Vodafone has launched this plan to take the fear out of the consumer and this film has been created for that."

"Lots of stuff has gone viral on the internet lately, be the Harlem Shake or Gangnam Style. Taking that phenomena forward we thought of creating this film. Entertainment is one of the biggest reasons for people to be on the internet and we've built on that thought," he added.

The 60-second film will run for two weeks in the lead up to the IPL. The film went on air on 18 March. Besides TV, the campaign will be seen on OOH and heard on radio.

Credits:

Client: Vodafone India
Agency: Ogilvy & Mather (Mumbai)
National Creative Director: Rajiv Rao
Sr. Vice President & Head of Team Vodafone: Sarang Wahal
Sr. Creative Directors: Elizabeth Dias, Srreram Atharay
Creative team: Rohan D’Souza, Sanket Wadwalkar, Umma Saini, Prakhar Deogirikar, CV Saju
Account Management: Paghna Bhatia, Himangi Kanodia, Richa Jaggi
Account Planning: Prem Narayan, Anoop Menon
Production House: Bootpolish Films
Director: Shujaat Saudagar