Vodafone rolls out second 'Made for You' TVC as part of its 121 campaign

Conceptualised by Ogilvy & Mather, Mumbai, the TVC shifts focus from young girls at a tailor's shop to young men who demand different hairstyles at the barber shop. A third TVC is also on the anvil 

Shachi Tapiawala | Mumbai | November 16, 2012

Vodafone's endeavour has always been to come up with products and services that are innovative and provide unique customer benefits. As an addition to its services, the brand has launched 121, an IVR based service that enables the customer to choose the best offer depending on a customer's unique requirements. To popularise the 121 service, Ogilvy & Mather, Mumbai, has come out with the second TVC in the 121 'Made for You' campaign.

The first 'Made for You' TVC shows young girls in a tailoring shop, where each one is seen briefing the neighborhood tailor on what style of dress they require. And just like the tailor, Vodafone's 121 service is equipped to customise offers to its customers based on their usage. The TVC has become immensely popular and highly appreciated.

The new 121 'Made for You' TVC focuses on young guys. It showcases a barber's shop, where different young men are shown briefing the barber on what hairstyle they need. The combination of haircut, hairstyling and colour are based on the individual's specific requirements. And just like the barber, Vodafone's 121 is equipped to customise offers to its customers based on their usage.

121 as a 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.

Commenting on the brief given to Ogilvy & Mather (Mumbai), Rajiv Rao, National Creative Director, Ogilvy & Mather, said, “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. The brief to the agency was to bring to life to the essence of 121 – that Vodafone will give you an offer best suited for your needs, since it understands that each person's needs differ from that of the other.”

Rao added, “The 121 campaign will be six weeks long with three films bringing to life the brand's 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.”

The third 'Made for You' will release shortly.

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

Shachi@BestMediaInfo.com

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