Vodafone India has launched a campaign to promote its internet services. The film is the fourth in the ‘Made for...’ series, and dewlls on ‘Made for sharing’. Conceptualised by Ogilvy & Mather, it went on air on 14 November.
The film revolves around the life of a young girl (Aditi), documented through her Facebook activities. It opens with her posting ‘It’s over’ and changing her status from being ‘In a relationship’ to ‘Single’. She then posts about her heart break and need for a hug on her timeline. The film then moves on to happier times where is with her best friend, and then when she takes a ‘much needed’ break. She is shown posting pictures of her new hairstyle, shopping trips and so on. She also posts videos of herself singing and having a great time. The film ends with her post reading ‘Life is good’, while the sound track explains that this is her now – and that things could change. The super reads: ‘Made for sharing. The network for 24x7 Internet.’
Rajiv Rao, NCD, O&M, said, “This is the fourth film of Vodafone’s network campaign, ‘Made for….’. The brief for the umbrella campaign was to talk about the network. There are various aspects of network. So we have done a film highlighting the uninterrupted network for uninterrupted calls, and then there is a film to show that the network that goes everywhere and so on.”
On the current film, he said, “For the ‘Made for sharing’ film, the brief was about the uninterrupted internet usage provided by Vodafone on your phone, which subsequently allows you to be social all the time. As we started thinking about the brief, we realised that social networking sites are the biggest platform online where youngsters spend their maximum time on. We took the story of one person who is sharing her life with her friends all the time. So that is how we started developing the idea.”
Credits
Client: Vodafone India
Creative agency: Ogilvy & Mather
NCD: Rajiv Rao
Sr. vice president and head of team Vodafone: Sarang Wahal
Sr. creative directors: Srreram Athray, Elizabeth Dias
Creative team: Umma Saini, Sanket Wadwalkar
Account management: Chatak Vakharia, Sheetal Mehta
Account planning: Prem Narayan, Anoop Menon
Production house: Good Morning Films
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