Vodafone has rolled out another offer for prepaid users. A film promoting it went on air on 27 August 2015.
Conceptualised by Ogilvy & Mather, the film conveys the offer of double validity on its 'rate cutter packs'. It opens with a man sipping on a tender coconut by the sea. A voice over asks him what if his calls rates would decrease and the validity would increase. He smiles as his thoughts unfold on screen.
On the phone in office, he cracks a joke about an ant and elephant, making the person he's talking to and a colleague nearby laugh. Next, he's in a bus, again on his phone cracking another joke. The next scene shows him in a hospital. He's on the phone again, cracking yet another joke. At home, he's shown hugging a child, but still on the phone narrating a joke. The final scene shows him on the bed next to his wife, on the phone. He says as part of a joke, 'TV pe mute button hota hai, biwi pe nahi' (The television has a mute button, the wife doesn't). Just as he completes that, his wife hits him with a pillow.
The film ends with a super conveying double validity on 'rate cutter packs'.
On the relevance of the offer, Avneesh Khosla, EVP – products and services – marketing, Vodafone India, said, “Mobile telecom services in India are still largely voice dominated with over 70 per cent of the market revenues contributed by voice plans. Double validity is one more customer-centric initiative from Vodafone, conceptualised with the objective of ensuring our customers get control on how they utilise their plan and get full value for money. It is a refreshing new offering that blends affordability with customer empowerment.”
Client: Vodafone India
Agency: Ogilvy & Mather
National creative director : Rajiv Rao
Group creative director : Kiran Antony
Creative team: Jigi Dalal, Makarand Berde, Nandini Biswas, Alabhya Vaibhav, Sayan Sen Gupta, Parth Gadhia, Sudhir Pai, Rajdeep Ghosh, Rachit Narang, Devasish Vaghela
Global clients' director: Hephzibah Pathak
Senior VP and head of team Vodafone: Hirol Gandhi
Account management team: Manish Tilwani, Bhawana Choudhary, Shailee Mehta, Darshani Nene
Planning: Anoop Menon
Production house: Nirvana films
Director (film): Rajiv Rao
Producer: Sunitha Ram