O&M creates campaign for Vodafone Unlimited Data

20 Mar,2013

By A Correspondent



Agency: Ogilvy & Mather (Mumbai)

National Creative Director: Rajiv Rao

Sr. Vice President & Head of Team Vodafone: Sarang Wahal

Creative team: Elizabeth Dias, Srreram Athray, Rohan D’Souza, Sanket Wadwalkar, Umma Saini, Prakhar Deogirikar, CV Saju

Account Management: Paghna Bhatia, Himangi Kanodia, Richa Jaggi

Account Planning: Prem Narayan, Anoop Menon

Production House: Bootpolish Films

Director: Shujaat Saudagar

Ogilvy & Mather Mumbai has created a new campaign for Vodafone’s Unlimited Data plan. The brief given to the agency was that research indicates that one of the key triggers for internet usage is entertainment on the internet. While desktop usage allows access to the internet, only mobile internet enables users can do it any time. The telecom company targeting internet users on the desktop and giving them the incentive to move from time-bound Internet access to access Internet all the time. Hence, the brief was to create a behavioural change – switch to mobile internet and use it to watch videos any time you want, rather than restricting usage worrying about bills.


The new campaign (TVC) encourages viral videos and social networking on mobile, with the key proposition being ‘Because fun is unlimited, Vodafone has unlimited Internet at Rs 199.’


Unlimited Fun is a two-week campaign spanning through TV, heavily supported by online activity to drive more usage and OOH and Radio for added buzz.


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