Conceptualized by Ogilvy Mumbai, the new TVCs featuring Irfan Khan give various reasons to dial 123
BestMediaInfo Bureau | Delhi | November 7, 2011
From the simplest thought that “kyon ki phone sirf baat karney ki liye nahi hota” Vodafone has launched a new campaign promoting a range of products and services that help you do much more than talk on your mobile phone.
Vodafone India launched its new campaign to urge people to do more on their phone besides talking and smsing. All these services are available from a single number 123, making it easier for consumers to activate them. This is a voice based service.
“While most of us use smart phones and know the possibilities, there is a huge segment of consumers with basic phones and a lot of hesitancy in exploring other services or even data. So even while it is relevant to them, there is a huge inertia, with the lack of awareness, cumbersome activation process and uncertainty on costs and usage. It's only fair that we involve and evolve this audience by giving them information they want without the complications. So, a voice based 123 service makes it easier,” said Anuradha Aggarwal, Vice-president, brand communication and consumer insights, Vodafone, India.
This campaign sees the return of Vodafone's representatives of the common man - Irrfan Khan and Prakash Raj (for the southern markets). It has a series of films that bring to light, the dilemmas he faces and how a mobile can help him resolve some issues.
'Most of us will find something to associate with in this communication. Whether is our hunger for tasting and trying a new recipe every day, the insatiable lust of movie gossip or finding that elusive match made in heaven. It's these simple but persistent things that really bug us.
“Irrfan Khan and Prakash Raj have long been our partners in the face of common man. The masses associate with them, for their raw and honest take on life. Add to that the unassuming optimism in the surrounding chaos. They echo their sentiments, agony and hope. With a simple narrative style, they explain technology more effectively for our target audience'. It's all answered on Vodafone. Bas Vodafone par 123 dial karo aur dekho aapka mobile aur kya kya kar sakta hai,” says Rajiv Rao, NCD, Ogilvy.
More than just a communications tool, the service provider is looking at ways to make it a fun-ctional tool to simplify and spice up his life.
“Aaj phone sirf baat karne ke liye nai hai. Its a ready source of entertainment, information, news, views, a lot of things. And though a lot of it is on the net, this segment does not depend on the internet for news, updates and hobbies. They scan magazines, newspapers, classifieds, or talk to people for job leads, astrology reports, recipes, movie gossip and more. Vodafone is evolving this behavior and asking them to instead pick up their phone and dial 123 to find a lot of what they are looking for. No, you dont need a smartphone, 123 is a voicebased service that has democratized this world of information and entertainment, and made it accessible to our basic handset owning customers as well,” believes Kapil Arora, Country Head, on Vodafone at Ogilvy.
“The audience we are speaking to have recently reached comfort levels with talking, so this service is an effort to hand hold them and have them have fun and explore more things they can do with their mobile VAS.' This is a step towards changing apprehension to excitement – which will hopefully make them more receptive to use these services in their daily life”, added Anuradha Aggarwal.
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