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After teasers, Vodafone unveils its IPL campaign with 'Internet is Fun'

The first TVC of eight-part television campaign, conceptualized by O&M, has gone on air using the IPL 5 platform

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After teasers, Vodafone unveils its IPL campaign with 'Internet is Fun'

After teasers, Vodafone unveils its IPL campaign with 'Internet is Fun'

The first TVC of eight-part television campaign, conceptualized by O&M, has gone on air using the IPL 5 platform

Ananya Saha | Delhi | April 10, 2012

publive-imageAfter creating excitement with three teaser campaigns, Vodafone India has finally unveiled its first TVC with the communication message 'Internet is Fun'. Conceived by Ogilvy & Mather, Mumbai, the eight TVCs will constitute Vodafone's marketing campaign for 2012 using the IPL 5 platform.

Given the potential of Internet-enabled handsets in the Indian market, and the fact that a sizable proportion of Internet-enabled phone owners does not use Internet or have very low minutes of usage, the campaign tries to drive usage and penetration of Internet among Vodafone customers by simplifying the usage experience and showing the fun possibilities of Internet. Hence, to give the consumers an easier access to Internet on their mobile phones, Vodafone has created the proposition called 'Internet is Fun'. To deliver the message, the service operator has created products and offerings to substantiate their proposition, which will be unveiled during the current season of IPL. Vodafone will be staring the campaign with an execution on the Opera Mini browser.

To give a touch of authenticity, the TVCs are set in a small village near Prague in Czechoslovakia and all the props are real and have been constructed for the films. And, because the drama is happening in Czech, and English commentator explains the proceedings to the audience. The campaign features larger than life games in a setting reminiscent of tele matches. The games are set in a timeless space, with real people playing ridiculous games and generally getting together to have a fun time. Each offering explains how Vodafone makes the mobile Internet experience more fun.

Kapil Arora, Senior VP and Country Head - Team Vodafone, Ogilvy & Mather, said, “To execute the campaign was logistically very challenging since we had to produce the TVC in a different country.” The creative execution was aimed at breaking the communication clutter and standout during IPL 5.

An eight-week-long campaign will see eight TVCs enumerating different products with Internet offerings from Vodafone. Apart from the TVCs, there will be high-decibel 360-degree multimedia campaign announcing the launch.

Anuradha Agarwal, Head - Brand Communication and Insights, Vodafone India, said, “We will be supporting the campaign using TV, radio, print, outdoor, on-ground and a digital and online plan. While our social media plan is underway, we have launched a microsite too. As the campaign unfolds, we will be focusing heavily on ground events and outdoor.”

“Our outdoor and on-ground campaigns would focus primarily on the consumers who use Internet on their phone and, secondly, on the people who should use Internet on their phone. We will be targeting top 40-50 metros for events and activations,” Agarwal added.

The TVC:

Credits:

Title: Chicken

Brand: Vodafone India

Client Team: Anuradha Aggarwal & Vikram Passi

Agency: Ogilvy (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

Account Planning: Anoop Menon

Digital: Gaurav Magotra, Vinay Venkatesh, Jay Mavani & Mahek Shah

Production Companies: Bang Bang Films & @Radical Media

Director: Rosey

DOP: Marc Achenbach

Produced by: 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

Ananya@BestMediaInfo.com

Info@BestMediaInfo.com

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