The TVC, conceptualised by O&M Mumbai, establishes the key proposition of unlimited fun because of unlimited Internet access
BestMediaInfo Bureau | Mumbai | March 21, 2013
Targeting Internet users on the desktop and giving them the incentive to move from time-bound Internet access to unlimited access, Vodafone has rolled out its ‘Unlimited Mobile Internet’ commercial, tying in key triggers of entertainment with a key proposition: ‘Because fun is unlimited, Vodafone has unlimited Internet at Rs 199’. The TVC has been conceptualised by Ogilvy & Mather, Mumbai.
The brief given to the agency was to make a non-mobile Internet user start using Internet on their mobile phone and use it to watch videos anytime they want, rather than restricting usage due to worries about hefty bills by using ‘Unlimited Internet’ at Rs 199 per month. The commercial shows a group of young boys exploring the forest and stop when they spot a group of natives doing a ‘crazy dance’. They upload the video online through their mobile phone and this spreads like viral. Soon, everyone starts dancing the same way as was broadcast in short snapshots of the commercial. The TVC ends with the tagline ‘Because fun is unlimited, Vodafone has unlimited Internet at Rs. 199’.
Rajiv Rao, National Creative Director, Ogilvy & Mather, said, “The idea behind the TVC came from the fact that today any song or a dance move can catch people's fancy and everyone wants to be part of it by making their own versions like the Gangnam style or Harlem Shake. We just created our own version to make the point of unlimited entertainment or unlimited fun. The X-factor is the dance move and the music.”
‘Unlimited Fun’ is a two-week campaign largely focused on TV, heavily supported by online activity to drive more usage and OOH and radio for added buzz.
Agency: Ogilvy & Mather (Mumbai)
National Creative Director: Rajiv Rao
Sr. Vice President & Head of Team Vodafone – Sarang Wahal
Sr. Creative Directors: Elizabeth Dias, Srreram Atharay
Creative team: Rohan D’Souza, Sanket Wadwalkar, Umma Saini, Prakhar Devgirikar, CV Saju
Account Management: Paghna Bhatia, Himangi Kanodia, Richa Jaggi
Account Planning: Prem Narayan, Anoop Menon
Production House: Bootpolish Films
Director: Shujaat Saudagar