Vodafone has rolled out two new TVCs as part of its 'Speed is good' campaign. The films are a follow up to the ‘Farewell’ and ‘Haircut’ spots released in March. Conceptualised by Ogilvy & Mather, these will go on air during the IPL which kicked off on 7 April, alongside five or more other spots.
One of the films features people waiting in line with their luggage. A lady with a crying infant tries to pacify the baby without luck. A young man downloads a cartoon and plays it on his phone, which amuses and silences the little one. A super informs viewers that they can download videos faster using Vodafone.
Another film tells the story of a group of students who break into a silent birthday celebration in a library, when a photo of a friend (whose birthday it is) spreads quickly within the library using Vodafone 3G. A super informs viewers that they can share photos faster using Vodafone.
Ronita Mitra, senior vice president – brand communications and insights, Vodafone India, said, “IPL is the biggest sporting platform in the country designed to appeal to a wide audience with high clutter and frequency during a very compact period. In line with our brand promise of always enabling consumers to be confidently connected, we are launching the ‘Speed is good’, campaign that reinforces Vodafone’s network credentials in an evocative and engaging manner. The high decibel campaign aims to position Vodafone as the fastest 3G network in the country.”
Rajiv Rao, national creative director, Ogilvy & Mather India, added, “About a month ago we launched the 'Speed is good' campaign with 'Farewell' and 'Haircut'. This film is an extension of the same series, once again reinforcing the message of how a faster network helps you do wonderful things.”
Besides TV, digital would be a key media vehicle, revealed Mitra. The campaign will also be seen on ground, at points of sale and on OOH media.
Creative agency: Ogilvy & Mather
Creative, planning and account management: Team Ogilvy