Vodafone 121 tailors it for one and all

Ogilvy & Mather, Mumbai, has conceptualised the new TVC comprising three films based on the insight that every customer has unique needs

BestMediaInfo Bureau | Delhi | October 31, 2012

Click on the image to watch the TVC.

The telecom market in India is hypercompetitive with almost ten brands vying for customer attention. Vodafone's endeavour has always been to come up with products and services that are innovative and provide unique customer benefits. 121 is one such IVR-based service which enables the customer to choose the best offer that Vodafone has for him/her on the basis of usage and thereby places the power in the hands of the customer to decide what offer suits his/her unique requirements. Ogilvy & Mather (Mumbai) has conceptualized the new TVC for Vodafone's 121 service that is currently on air.

121 allows customers to get their best offer across local, STD, SMS, VAS and data. “The service is already popular in most circles, and is targeted at SEC B and C since these segments are more price-conscious and have a better affinity to IVR-based services. The campaign aims to establish Vodafone's credentials as a truly innovative and customer-focused brand,” said Kapil Arora, Country Head - Team Vodafone.

Arora added, “The brief to the agency was that as an individual, each person has unique needs and different preferences, and the unique requirements need to be taken care of in a person's mobile service. As mobile service is a very high involvement area in a person's day-to-day life, it's important that mobile service companies recognise this and tailor offerings suited to individual needs. And Vodafone's 121 does just that.”

The agency used this insight of people having different requirements for even the simplest tasks. Like women briefing a neighborhood tailor on what style of dress they require. The combination of colours, styles, cuts, accessories based on the individual's specific requirements for even a simple dress are endless. And, just like the tailor, Vodafone's 121 service is equipped to customise offers to its customers based on their requirements. The campaign depicts three different situations, each very relatable to the target audience.

Rajiv Rao, National Creative Director, Ogilvy & Mather, who also directed the three films, said, “This is one of those films that establishes immediate connect with the consumer. You immediately recognise it and connect yourself with it. It makes you smile. Since it is based on women's habits, women are liking the TVC. Besides being relatable, the simplicity of the idea is the second USP of this TVC. When we zeroed in on this idea, our challenge was to do proper justice with the concept with perfect execution of the idea, and I'm happy that the overall execution has helped it come out well.”

The 121 campaign will be aired for six weeks with three films bringing to life the basic proposition. “We will be supporting the campaign with a high decibel 360-media plan using TV, radio, print, outdoor, on-ground and a digital and online plan,” Arora said.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Ogilvy & Mather (Mumbai)

National Creative Director: Rajiv Rao

Country Head - Team Vodafone: Kapil Arora

Sr. Creative Directors: Kiran Anthony, Shahrukh Irani

Creative Team: Jigar Fernandes, Makarand Berde, Rakesh Jha, Harshad Salian, Parth Gadhia

Account Management: Sarang Wahal, Chatak Vakharia, Shivali Bhalla

Account Planning: Anoop Menon

Production House: Good Morning Films

Director: Rajiv Rao

Info@BestMediaInfo.com

Info@BestMediaInfo.com