Vodafone recently announced that to reduce call drops, it is adding five new cell sites every hour. Now, the brand has rolled out two ad films that build on this and offers '10 free minutes' to those who suffer from a call drop. The films has been conceptualised by Ogilvy & Mather.
One of the films features a young man, Amar, trying to ask a woman out on a date over a phone call. He calls her from his office, standing some distance away from colleagues. The lady, also at work, doesn't recognise him by name, but recalls their meeting at a friend's party. He goes to recall her telling him that she likes plays. He wants to invite her for one, but starts mumbling shyly while telling her that she has two tickets. Understanding his predicament, she listens on at the other end with a smile. The brand's message is: 'Conversations should always continue. Presenting Vodafone SuperNet, our best ever network. If you still face any inconvenience, get free calls.'
The other film opens with a small girl narrating a Hindi poem. As the film goes on, it is revealed that she's performing for someone at the other end of a call, while her mother holds the phone. When she fumbles, the elderly man on the other end of the line, ostensibly her grandfather, prompts her along.
The first film of the campaign was released on the brand's social media channels on 8 August 2016. The second (proposal) went live today, 12 August.