Taking its content offering to the next level, Vodafone has roped in Chitrashi Rawat of Chak De India fame to promote Vodafone Play. Vodafone Play, the content App of Vodafone India is the one-stop destination for live TV shows, latest movies and music. It is home to over 14000 movies and more than 140 Live TV Channels.
Video content has emerged as a major driver of time spent on mobile as well as mobile data consumption. Beginning first week of March, Vodafone is launching an ATL campaign on television and digital media to create awareness and relevance for Vodafone Play, a complete on-demand mobile entertainment destination.
Studies found that content apps are most often streamed when people have time to kill especially during their daily commute. The TV commercial featuring Chitrashi Rawat borrows this insight and is set in a relatable situation with a traditional touch. It has been conceptualised by Team Ogilvy.
The last to get mehendi applied to her hands, Rawat can’t join the wedding celebrations till the henna dries. But with Vodafone Play she discovers that she can pass her time with fun and excitement. With the swipe of a finger, she can access latest movies, endless music and live TV, not just to entertain herself but also learn all the latest grooves and moves from dance numbers and make sure she shines at the sangeet ceremony.
The month long campaign is supported with innovative communication created especially for digital, a major medium for the target group for the content app users.
Siddharth Banerjee, EVP Marketing, Vodafone India, said, “Multiple content apps provide movies, music and snack-sized videos, but consumers still toggle between different apps for different kinds of content. Vodafone Play fulfills this need gap and offers a complete on-demand mobile destination for our customers. The campaign highlights this unique position of Vodafone Play and we are glad to have the Chitrashi Rawat in her first TV ad to communicate our App – Vodafone Play to our customers.”