Vi focuses on Vi Hero Unlimited plans in its new campaign

Telecom services provider Vi has unveiled a campaign focusing on Vi Hero Unlimited plans. The campaign features actor Vinay Pathak as the protagonist, who presents Vi Hero Unlimited plans as the solution to the problem of data quota exhaustion faced by prepaid users.

The campaign highlights the three features that Vi Hero Unlimited plans offer — Weekend Data Rollover, Night Time Free Data from 12am to 6am and Double Data, all under one umbrella. Thus, assuring a worry-free mobile internet experience for customers.

Being positioned as a unique customer proposition, the Vi Hero Unlimited campaign seeks to drive home the unlimited possibilities for those on Giganet by Vi 4G network enabling customers to thrive in the digital ecosystem.

Avneesh Khosla, Chief Marketing Officer, Vi said, “Mobile data has become a basic necessity for us all, even more so in the current scenario. With our campaign for Vi Hero Unlimited, we chose to highlight the concerns faced by most prepaid customers when they run out of data, and how our latest offering alleviates those concerns. With features such as unlimited night-time data, weekend data rollover, and double data, we believe we have a hero product, and hope it becomes the ultimate choice for 4G users in the prepaid segment. Thereby ensuring they stay connected, always.”

Aiming to drive awareness on Vi’s superior unlimited portfolio, the TVC depicts the despair of youth who run out of data, cut to Vinay Pathak recommending ‘Vi Hero Unlimited - Sirf naam ka nahin, kaam ka unlimited’ as the smart choice for continued connectivity and mobile internet experience. With this, Vi aims to provide more value to its Unlimited plan users. This unique proposition is aimed to increase unlimited and 4G subscriber base by attracting new users to Vi network.

Conceptualised by Ogilvy, the six-week campaign will have two TVC and an extensive digital rollout.

The TVC:

Kiran Antony, CCO, Ogilvy South, said, “The task was to differentiate Vi Hero Unlimited from the rest by bringing out the two most relevant pain points, running out of data in the middle of the night, and over the weekend. We got Vinay Pathak on board to do this without sounding too preachy or prescriptive. These films capture Vinay Pathak recommending Hero Unlimited to all the distressed people out there.”

Users can avail the benefits of Vi Hero Unlimited on recharges of Rs 249 and above.
* Weekend Data Rollover: This lets the users accumulate unutilised daily data during the weekdays and use it over the weekend.
* Night Time Free Data- 12am to 6am: Prepaid customers can access unlimited high speed night time data without any restrictions, at no extra cost from 12 am to 6 am. 
* Double Data: Staying true to the name, this plan offers double the data benefit of 2+2=4GB data/day for 28 days, 56 days and 86 days respectively. These plans also offer 100 free SMS per day.

All the recharges from Rs 249 and above will offer Weekend Data Rollover and Night Time Free Data. On recharges of Rs 299, Rs 449 and Rs 699, users will be entitled for Double Data benefits in addition to Weekend Data Rollover and Night Time Free Data.

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