We want to simplify users' mobile internet experience: Siddharth Banerjee
Vodafone India has launched SuperHour – Truly Unlimited data packs starting at Rs 16 for one hour. Vodafone has rolled out a 360 degree campaign, conceptualized by Ogilvy & Mather, revolving around its newest offering that takes the insight of ‘Internet Kar Befikar’ further. The first TVC – ‘More fun to you’ – seeks to create rapid awareness for ‘SuperHour - unlimited internet entertainment in an hour’ offering. The initial part or Phase I of the campaign will be up for 4-5 weeks. The second commercial – ‘More fun to you’ – will go on air on January 16, 2017, and is aimed at driving further awareness and delivering conversions for the ‘SuperHour’ proposition.
The brief to Ogilvy & Mather was to engage with data users who are often plagued with uncertainty regarding data charges, resulting in restricted/ constrained data usage through the new TVCs. The idea was to bring alive the key proposition of enjoying internet browsing worry-free. The key consideration while delivering the campaign was to ensure a big announcement feel of a Truly Unlimited product.
Ogilvy was briefed to build awareness of the SuperHour product and the unlimited internet entertainment – without consumers worrying about high and unexpected data charges. The commercials focus on the unlimited possibilities of data browsing in one hour, portrayed in an interesting “talk-to-the-camera” format, where the commercial/ TVC begins with a promise of no more data dieting with Vodafone SuperHour. The propositions are embedded in simple engaging stories to strongly drive message delivery.
Watch the TVC: https://www.youtube.com/watch?v=pYAVLhpiAdA
The TVCs will be supported by a national 360-degree campaign, which is designed to bring alive the Vodafone SuperHour proposition, with six languages. As the core TG of each of these may reside in different markets and access different media, TV, OOH, digital, and on-ground has been chosen to target specific offers across varied geographies.
In conversation with Adgully, Siddharth Banerjee, SVP - Marketing, Vodafone India, speaks at length about the marketing plans for Vodafone Superhour, the key focus areas in 2017, the challenges lying ahead and more. Excerpts:
Please elaborate on the promotion and marketing plans for Vodafone Superhour?
This is a major campaign for us, hence we will be putting up an entire 360 degree effort behind this led by TV and digital. The campaign will have two TVCs and we will also have digital assets for the digital part. For instance, for Facebook we have created a very innovative and interactive spot considering the platform. It will be followed by reminder advertising on outdoor and radio.
While the outdoor campaign has been executed by Kinetic, the creative agency behind ‘Internet Kar Befikar’ of Vodadone Superhour is Ogilvy. For our radio campaign, we don’t have one single partner because we are doing radio across the country, therefore different channels are doing it.
What are the key focus areas for Vodafone Superhour?
The most important thing to keep in mind is that from being nibblers, Indian consumers today have become data gobblers and people are using data for different reasons – entertainment, education, edutainment, etc. Thus, we thought that in order to declutter and make life less complex, there was a need for consumers to get a product which simplified their mobile internet experience. Rather than living in the world of GBs and MBs, we have given them a product that is ‘one hour’. You don’t have to worry about whether you will be restrained by your data pack, or if it will go out before the movie is downloaded, or whether you will have to wait through the buffering. Over the last one year we have invested extensively in our network and have created the ‘SuperNet’. Now that the network is strong, we are launching a product which will enable users to stream movies, download stuff – like the boy in the TVC says‘Youtube Utha Lunga’. Thus, it allows worry-free internet, which is what we call – ‘Internet Kar Befikar’. It is truly a revolutionary and unlimited product!
What are your plans around mobile wallets and Vodafone Play?
As you are aware, we have something called M-Pesa. It is a business that is growing very handsomely for us. In 2017, we will continue to focus on M-Pesa to drive it further.
Vodafone Play is something that we have are actively building as we go along. You haven’t yet seen the large scale campaign around it, but you will hear more about it in 2017.
How do you intend to gain competitive advantage in the current industry landscape?
The telecom category has always been very competitive, but Vodafone has won a special place in consumers’ hearts through a very relentless and humble focus on providing a great network, great customer service – something that we call, ‘Happy to Help’ – and providing relevant products. Vodafone Superhour is one such lovely product where we will be rolling out a suite of innovations. And all of that will be communicated lovingly as Brand Vodafone – whether it is through the pug, or ZooZoos or whether it is human stories.
How has 2016 been for Vodafone?
The year 2016 has been very interesting. We did quite a lot. We launched Vodafone SuperNet after some great investments in our network, we understood consumer segments and we launched various offerings, be it the youth consumer launch which was Vodafone U or Vodafone Flex with Nawazuddin Siddiqui. There was a lot of brand love for our campaigns, including the recent EFFIEs Gold for the Vodafone SuperNet campaign. So I think it has been a tremendously exciting year.
What are the challenges going forward? What excites you about 2017?
As the data appetite in consumers grows and they start using data for various reasons, including mobile commerce. It will, therefore, be very key for us to understand how the consumer is changing and whether we are giving relevant products and offerings. So that is what will keep me up at night. Moreover, in a very dynamic category, where consumer behaviour is changing dynamically, are we giving the simplest, easiest and most relatable offerings to our consumers.
Client: Vodafone India
Agency: Ogilvy & Mather
National Creative Director: Rajiv Rao
Executive Creative Director: Kiran Antony
Creative Team: Rohit Dubey, Nikhil Waradkar, Sohil Wadhwania, Riti Hamlai
Global Clients’ Director: Hephzibah Pathak
Senior VP and Head of Team Vodafone: Hirol Gandhi
Account Management Team: Debaleena Ghosh, Shubhi Pandey, Mann Mukesh
Planning: Anoop Menon, Kamakshi Thareja
Production House: Corcoise Films
Director: Vishwesh Krishnamoorthy
Producer: Kunal Kamra