Vodafone ropes in Chak De girl to promote content app

The campaign, conceptualised by Ogilvy & Mather, will run on television and digital media to create awareness about Vodafone Play, a complete on-demand mobile entertainment destination

BestMediaInfo Bureau | Mumbai | March 7, 2017

Click on the Image to watch the TVC.

Taking its content offering to the next level, Vodafone has roped in Chitrashi Rawat of 'Chak De India' fame to promote Vodafone Play, the content app of Vodafone India.

The campaign, conceptualised by Ogilvy & Mather, will run on television and digital media to create awareness and relevance for Vodafone Play, a complete on-demand mobile entertainment destination.

The campaign shows Rawat sitting to get the 'mehendi' applied for her friend's wedding. The last to get 'mehendi' on her hands, she can't join the wedding celebrations till it dries, rendered bored and companionless because of the henna. But with Vodafone Play, she discovers that she can fill her down time with fun and excitement. With the swipe of a finger, she can access latest movies, endless music and live TV, not just to entertain herself but also learn all the latest grooves and moves from dance numbers and make sure she shines at the sangeet ceremony.

Siddharth Banerjee

“Multiple content apps provide movies, music and snack-sized videos, but consumers still toggle between different apps for different kinds of content. Vodafone Play fulfils this need gap and offers a complete on-demand mobile destination for our customers. The campaign highlights this unique position of Vodafone Play and we are glad to have the Chitrashi Rawat in her first TV ad to communicate our app – Vodafone Play to our customers,” said Siddharth Banerjee, EVP, Marketing, Vodafone India.

Commenting on the idea behind the campaign, Kiran Anthony, ECD, Ogilvy & Mather, said, “We found that content apps are most often streamed when people have time to kill, during their commute or waiting for something. The TV commercial borrows this insight, and is set in a relatable situation with a traditional touch – a girl who has to wait for her mehendi to dry.”

On the decision to feature Rawat over a more famous face, Anthony said, “Well, to begin with, Chitrashi Rawat has a great residual memory among the Indian masses. She is relatively less exposed in the advertising universe, so she brings fresh charm and energy to the TVC. Apart from the fact that she fits the bill of an eager 'bride's bestie' character; she's definitely one of the faces India wants to see again.”

The month-long campaign will be supported with innovative communication created especially for digital, a major medium for the target group for the content app users.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2017/03/Vodafone.jpg

Credits:

Client: Vodafone

Agency: Ogilvy & Mather

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