Shephali Bhatt
Apr 09, 2012

Vodafone's IPL5 campaign revives the concept of 'telematch'

WATCH the TVC created by Ogilvy

wide player in 16:9 format. Used on article page for Campaign.

Vodafone has launched a fresh campaign for IPL5 which takes cue from the concept of telematch (popular in the 70s) to communicate how mobile internet navigation is a fun experience on Vodafone.

Ogilvy & Mather, Mumbai, is the creative hand behind the campaign.

The TVC, shot in Czech Republic, shows a telematch being played between two teams dressed as chickens and penguins. The race is titled, 'video tumble' and as the commentator says, "both the teams have to roll out as many videos as they can." While chicken (symbolic for Vodafone's mobile internet) seems to be on a roll, penguin loses balance after a while and in the end, the chicken wins the race. The backdrop highlights how browsing the internet is fun on Vodafone.

Commenting on the execution of the brief, Kapil Arora, country head, Vodafone, Ogilvy & Mather, said, "The reason we brought in the concept of a telematch was to weave in authenticity in the message through a simple format such as that of these fun games. It clearly portrayed how browsing mobile internet on Vodafone is simpler and more fun considering it enables optimisation of data and a better spread of network."

Arora added that the TVC was shot in Czech Republic to further extend the authentic quotient of the ad. He confers that the concept of telematch belonged to a simple era of the 70s and yet it incorporated interesting activities which synced well with their communication strategy. 

Vodafone had released three teaser campaigns last week as a precursor to this campaign. Watch the teasers here:





Client: Vodafone
Client Team: Anuradha Aggarwal, Vikram Passi
Agency: Ogilvy & Mather, Mumbai
National creative director: Rajiv Rao
Country head - Team Vodafone: Kapil Arora
Senior creative directors: Kiran Anthony, Shahrukh Irani
Creative team: Rajiv Rao, Kiran Anthony, Shahrukh Irani, Jigi Dalal, Makarand Berde
Account management: Sarang Wahal, Chatak Vakharia, Shivali Bhalla, Rohan Manglani
Planning: Anoop Menon
Digital: Gaurav Magotra, Vinay Venkatesh, Jay Mavani, Mahek Shah
Director: Rosey
Production houses: Bang Bang Films, @Radical Media
Director: Rosey
Director of Photography: Marc Achenbach
Producers: Roopak Saluja, Payal Arora, Ben Schneider, Beate Ehlert
Head of production: Cyrus Mendes
Assistant producer: Mohit Singh
Line production: Milk & Honey Films (Prague)
Line producers: Jon Bjarni Gudmundsson, Ondrej Nerud
Production designer: Sven Gessner
Unit production manager: Vaclav Eisenhamer
Assistant director: Martin Sebik
Head of post production: Vivek Gupta
Editor: Sally
Post production manager: Abdeali Pedhiwala
Music: Andreas Betten
Wardrobe: Katerina Mirova
Casting: Linda Trinh
Stunt Coordinator: Ludek Jelen

Campaign India