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Vodafone Launches Campaign For Prepaid Blackberry Services

Ogilvy Mumbai conceptualizes the new TVC with a humorous Blackberry theme song ‘we’re the Blackberry boys’. Watch the TVC here.

Hitesh Ranot | Delhi | September 17, 2010

Vodafone has recently opened up the whole Blackberry smart phone market in India by introducing prepaid Blackberry services. The telecom major has launched a campaign to promote its new offerings. Ogilvy Mumbai has conceptualized the campaign.

With the introduction of prepaid services, Blackberry is now more accessible in comparison to what it used to be earlier. The rates for usage of Blackberry services are slashed down heavily and with the introduction of prepaid services in just Rs.15 per day, it is bound to reach more and more people. There was a time when Blackberry was used by top executives now you can find the Blackberry users every where.


Rajiv Rao, National Creative Director, O&M India says, “We put the whole scenario into a film. It starts from the time when a few people were using Blackberry but today it’s not exclusive any more and every one has a great reason to join it. This is what we wanted to show.”

The TVCs start with 5 guys who think they are cool guys because they use blackberry. Then more and more people start joining them which they don’t like as they were feeling privileged earlier. The film makes a mock of those guys in a funny way who are making a commercial about how cool they are? Then suddenly more people start joining their shoot which they are not comfortable with. To ridicule the first five guys and add humour in TVC, a Blackberry theme song is also used.

The commercial ends with the message offering prepaid Blackberry services at the rate of as low as Rs.15 per day. So the users may use the services as per their pocket. “This is what we wanted to communicate with the TVC that with most affordable rates Blackberry has been accessible to college going youngsters and other young professionals. We wanted to open up the whole Blackberry market with this commercial,” adds Rajiv Rao.

Anuradha Aggarwal, Vice President, Vodafone says, “The objective of the campaign is to increase the appeal of the Blackberry device and the services along with it. We launched the prepaid Blackberry services a month ago. We are targeting the young generation who want to use the smart phone with their limited pocket money. It gives them the option to try Vodafone services on daily plans as well as even cheaper rates at Rs.399 per month. We had given the brief to agency that how do we get the prepaid users of Blackberry to increase more usage?”

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