Vi addresses loneliness amongst empty nesters

New Delhi: Vi has launched its Be Someone's We campaign, focussing on combating loneliness among empty nesters.

Vi delivers the message of being connected and being there for parents, even when one can’t be there for them physically.

Conceptualised by Ogilvy, this year’s campaign has been launched with its first film at ICC T20 World Cup, during the Sri Lanka Vs. South Africa match. The film titled “Durga Puja” draws inspiration from the feeling of empty nesters who often experience loneliness during the festive season. The film shows that even the smallest of actions like a quick video call can go a long way to make parents feel loved, closer and cared for. 

The story opens to a set of parents talking to their son on a video call, expressing how they are missing him at home during Durga Puja. The doorbell then rings to reveal a delivery boy delivering sweets, stating it is from their son, adding that he has also sent something else (A surprise!). The delivery boy then goes on to hug the father. The emotional father in return hugs the delivery person warmly, while thinking of his son who made his presence felt even while being miles away. Parents are then seen having another video call with their son, now laughing, and feeling happy while enjoying the delicious sweets sent by their son. 

Commenting on the launch of the campaign, Avneesh Khosla, CMO, Vodafone Idea, said “At Vi, we believe that true connectivity is about technology becoming an enabler of fostering a sense of belonging and togetherness. With this year's ‘Be Someone’s We’ stories we aim to bring attention to the empty nesters, who often face a profound sense of loneliness. We hope to encourage their loved ones to check on the parents, make them feel valued and connected in little ways that go a long way.” 

Speaking about the conceptualisation of the campaign, Rohit Dubey, Executive Creative Director at Ogilvy India, said, “To build ‘Be Someone’s Vi' further, we took a more narrative-driven approach. While the initial stories were telegraphic, these stories delve deeper into the emotional landscapes of empty nesters. ‘Be Someone’s We’ is a heartfelt plea to society to reach out and bridge the emotional gaps. With this, we hope to evoke empathy, show how Vi’s network can be a lifeline in thriving meaningful relationships.”