Vodafone asks people to make the most of now in new IPL campaign

The ever increasing adoption of smartphones and mobile internet is changing consumer behaviour. From social media, messaging apps, online shopping to videos, Indians are exploring this digital world at a tremendously fast pace. 

Backed by its global expertise, Vodafone SuperNet 4G is built data strong to give fast and consistent internet experience for the most data-heavy activities in the most crowded of places and even while on-the-go. Vodafone’s latest campaign, released during the Indian Premier League (IPL) season, brings alive benefits of this Data Strong Network through slice-of-life moments. 

The 360-degree campaign, which went going live on April 8, will create awareness about Vodafone SuperNet 4G – Data Strong Network through OOH, digital, and on-ground activations. 

The key consideration for the campaign was to ensure relevant use of cases that build connect to Data Strong Network with the TG through insight-based stories linked to “Internet-heavy” use cases. 

Siddharth Banerjee, Executive Vice President - Marketing, Vodafone India, elaborated, “Our research and consumer insights indicate that mobile internet is increasingly being used by customers across age groups for multiple applications like live streaming, maps, movie download, group video calls, etc. Vodafone continues to invest in building Vodafone SuperNet 4G – the Data Strong Network to provide a fast and consistent mobile internet experience for our customers. Our latest campaign captures moments from the life of an old couple who are young at heart and out on a trip to ‘Make the Most of Now’ with the Data Strong Network.” 

The communication is based on the insight that data usage among consumers is increasing with multiple downloads and uploads, sharing, etc. But their internet doesn’t always keep up, forcing them to restrict usage or change their behaviour. But with the Data Strong Network of Vodafone SuperNet 4G, one can overcome these barriers to ‘Make the Most of Now’. 

The TVC shows an elderly couple Bala Krishnan Asha Krishnan, both in their late 60s, who finally decide to embark on their overdue second honeymoon that they could never go on in the last 35 years, perhaps being busy with their work and life commitments and bringing up their children/ grandchildren. The TVCs show different stages of their trip and how the network keeps them going, backed by the Data Strong Network. The TVC will be supported by a 360-degree campaign, which is designed to bring alive Data Strong Network with media such as OOH, digital and on-ground activation across varied geographies. 

Campaign credits:

Client: Vodafone India
Agency: Team Ogilvy
Production House: Nirvana Films