Vi’s ‘Be someone’s we’ bridges hearts, one tower at a time

Telecom company Vi announced a significant milestone as part of its latest ‘Be someone’s we’ campaign—the completion of its ambitious goal of ‘100 towers every hour’ as part of its ongoing network expansion across India. Post the successful follow-up public offer (FPO) earlier this year, the company has been rapidly expanding its network, rolling out new infrastructure, and has achieved a remarkable milestone of adding 100 towers every hour.

The latest campaign emphasises the importance of fostering connections and coming together in support of others. It takes on a new meaning by extending it to Being Someone’s We from wherever one may be. Enabled by the addition of 100 towers every hour, the new campaign films highlight Vi’s commitment to delivering robust, high-speed connectivity for all, from anywhere.

At the core of the campaign are two relatable stories (TVCs) with the new messaging. Each film juxtaposes urban and remote settings, demonstrating Vi’s expanded network strength across varied and even challenging terrains.

The first TVC shows a bustling underground metro, where a young girl orchestrates an impromptu birthday celebration for her sister over a video call. As fellow passengers join in to wish, the scene encapsulates Vi’s commitment to enabling connectivity and uplifting spirits, even in often signal-challenged spaces.

With scenes set in locations where network access is commonly unreliable, like hilly regions or even underground metros, the campaign underscores Vi’s commitment to delivering seamless connectivity and enabling shared experiences, regardless of geographical barriers.

Commenting on the campaign, Avneesh Khosla, chief marketing officer of Vi, said “Be someone’s we’ reminds everyone about the power of connections. Adding 100 towers every hour is a testament to our commitment to bringing robust connectivity to ensure that people remain connected and come together for their loved ones in little ways that go a long way.”

Commenting on the campaign, Rohit Dubey, executive creative director, Ogilvy, said “Crafting ‘Be someone’s ‘we’, from ‘Wherever you may be’ was a creative tightrope walk, balancing appeals to both heart and mind. The promise of 100 Towers every hour had to be subtly woven into the brand’s philosophy, guiding each choice we made. This heartfelt moment, set in one of the most challenging areas for a telecom network, reflects Vi’s commitment to connectivity. We hope this effort enhances the consumer's network experience and makes a meaningful difference.”

The campaign has gone live with the Border-Gavaskar Trophy, beginning November 22 reaching people through various mediums, including TV, digital etc.

Campaign’s take: Vi’s latest ‘Be someone’s we’ campaign hits an emotional high note, blending relatable storytelling with the brand’s commitment to robust connectivity. Building on last year’s campaign, which spotlighted the importance of combatting loneliness, the new iteration extends the message: you can support and connect with loved ones, no matter where you are. At its heart, the campaign celebrates Vi’s ambitious milestone—adding 100 towers every hour—translating technical achievement into meaningful human connections.

The two TVCs are steeped in everyday scenarios that resonate universally. In one, a metro passenger rallies a video-call birthday celebration underground—showing how Vi delivers connections even in signal-challenged spaces. The other, set in hilly terrain, evokes the bittersweet experience of a son connecting with his family during harvest, despite being miles away. Both films juxtapose challenging environments with seamless interactions, underscoring Vi’s expanded network capability.

This campaign’s genius lies in its balance of heartfelt moments with its technological promise. By rooting its message in real-life emotions, Vi demonstrates how a telecom network can be more than infrastructure—it’s a bridge to shared joy. With its launch during the Border-Gavaskar Trophy, Vi ensures this poignant message reaches a broad audience, reminding us that, through technology, we’re never truly apart.