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Vodafone invites users to indulge themselves through more usage of data

Conceptualised by Ogilvy & Mather, the ‘Vodafone Doubles’ ad brings alive the proposition of double data through an interesting customer interview format

BestMediaInfo Bureau | Delhi | August 14, 2015

Vodafone-data Click on the image to watch the TVC.

To further encourage adoption of mobile Internet data as well as to reward existing pre-paid data users, Vodafone India has launched its ‘Double Data’ offer. Pre-paid customers availing data recharge via 121 or through the special offers section on the Vodafone website and MyVodafone app will enjoy double the value of the chosen data pack.

In a bid to highlight this Double Data offer, Vodafone has rolled out a new campaign, ‘Vodafone Doubles’, conceptualised by Ogilvy & Mather. The brief to Ogilvy was to bring alive the key proposition of ‘Vodafone Doubles’ – Double Data Offer. The key consideration for the campaign was to ensure quick connect with the target group through simple stories and rapid awareness to drive for the offer performance.

With customers increasingly using mobile Internet, there’s always more to do/ explore on one’s phone. The ad talks about the freedom to indulge oneself through ‘more than usual’ usage of data without worrying about running out of benefits.

The TVC puts forth the questions – wouldn’t it be nice if you could do more of the things you like to do? What if you could surf the Internet, make video calls, or perhaps chat with your friends uninterrupted and without worrying about how much it costs?

The proposition of double data is brought alive through an interesting customer interview format. The film opens with pitching the proposition as a question to a young girl who then begins to imagine all that she can do (and much more) if this dream offer came to reality.

The proposition will be brought alive through an integrated multi-media campaign.

Ravi Santhanam, Executive Vice-President, Data, VAS and Terminals, Vodafone India, commented, “More than 36 per cent of our subscribers today use mobile Internet primarily for surfing, browsing, email, social networking sites like Facebook, Twitter, etc. Over the last few quarters, both the number of data users as well as the consumption of data per user has significantly risen. This ‘Double Data’ offer is our way of thanking our valued pre-paid customers for choosing Vodafone as their preferred mobile Internet provider. Our new advertising campaign, ‘Vodafone Doubles’, highlights new ways/ features of using mobile Internet through simple stories. The television campaign will be supported by a robust outreach across the mediums like outdoor, retail and digital.”

Rajiv Rao Rajiv Rao

Rajiv Rao, National Creative Director, Ogilvy & Mather India, added here, “We asked ourselves what would we do if we had a whole lot of data available – how would we indulge in using this data the most and having fun with it too. The team came up with several ideas – surfing the net, downloading music, etc. But the idea that caught us was ‘video calls’. It seemed the most likely, most real and most exciting of the ideas.”

The TVC:



Client: Vodafone India

Creative agency: Ogilvy & Mather

National Creative Director: Rajiv Rao

Group Creative Director: Kiran Antony

Global Clients Director: Hephzibah Pathak

Senior VP & Business Head: Hirol Gandhi

Creative Team: Jigi Dalal, Makarand Berde, Nandini Biswas, Alabhya Vaibhav, Sayan Sen Gupta, Parth Gadhia, Sudhir Pai, Rajdeep Ghosh, Rachit Narang, Devasish Vaghela

Account Management team: Manish Tilwani, Bhawana Choudhary, Shailee Mehta, Darshani Nene

Planning: Anoop Menon

Production House: Nirvana films

Director: Rajiv Rao

Executive Producer: Sneha Iype

Producer: Sunitha Ram

DOP: John Jacob

Music: Rupert Fernandes

Editor: Shyam Salgaonkar

Tags: Vodafone
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