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It’s all about sharing and caring, shows Vodafone

Conceptualized by Ogilvy Mumbai, the TVC has been released in two versions; watch the TVC here.

Neha Saraiya | Delhi | July 15, 2011

Borrowing as a culture is quite predominant in India. Be it a plain sugar lending from neighbourhood or a pen cadging from a friend, all of it is quite a run-of-the-mill phenomenon experienced in our daily lives. Catching on the same idea is the Vodafone new commercial titled ‘Borrow’ or ‘Udhaar’.

“We Indians borrow everything from our friends and neighbours. And this thought led to the new Vodafone’s low balance services as. Anyone who has suddenly run out of something, and has to depend on friends, will connect with this insight. If they run out of talk time, our consumers have the option of borrowing it from the friends or even from Vodafone, using our low balance services,” divulges Anuradha Agarwal, Vice President – Brand Marketing, Vodafone.

Currently, on air in two versions (Hindi & English), the commercial is 40 seconds long showcasing numerous examples of simple borrowings like pen, comb, fan, cylinder, screw-driver, onion, newspaper at al. “When we started working on it, we had lots of ideas about borrowing almost like stories of examples of people borrowing. Infact, we even shot them, but had to omit during the editing,” says Rajiv Rao, National Creative Director, O&M.

The commercial was shot in Mumbai over a period of two days including one day arrangements at a Bungalow located at Bandra and the other day at a studio in Goregaon. “It was raining cats and dogs at the day of the shoot. Thus it was very difficult to capture outdoor scenes. But due to a fantastic crew we managed it pretty well,” avers Rao.

Interestingly this is not the first time that the telecom giant has banked on this concept. As Rao further slated a campaign that marked the launch the ‘chota credit’ services of the company wherein a small girl borrows an ink drop from his classmate in order to finish her exam.

The current campaign is supported by radio, outdoor, print and digital as a part of its media mix.

Neha@BestMediaInfo.com

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