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Ad Review: Vodafone uses parrot with an attitude to introduce Rs 4 bonus card

20-July-2010
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Ad Review: Vodafone uses parrot with an attitude to introduce Rs 4 bonus card

Vodafone’s latest TVC introduces a new character – an animated talking parrot called Behram Anticharwala. No Zoozoos this time. How the sceptical parrot is convinced about the Rs 4 bonus card from Vodafone constitutes the gist of the TVC.

Client: Vodafone Essar
Brand: Vodafone (Rs 4 campaign)
Agency: Ogilvy & Mather
Medium: TV

The Brief

Commenting on the brief Anuradha Aggarwal, VP, Marketing Communications & Consumer Insights, Vodafone said, “We are trying to democratise bonus cards and launching the lowest price bonus card for Rs. 4. We wanted to create something accessible and clutter breaking in the classic Vodafone way.” Rajiv Rao, National Creative Director, Ogilvy said,” This was the first time bonus cards are available at such a low price, anybody can buy it. The announcement that bonus cards are available at such a low price had to be made in a unique way.”

The Execution

The ad shows a talking Parsi animated Parrot which has been voiced by Boman Irani. The production house is Windmill and the director is Vaibhav Kumaresh. Rao said, “We tried a lot of ideas none of them worked. Then we came up with the idea of a talking parrot who doesn’t believe in something being offered at such a low price. We chose animation over a live talking parrot as that medium has a lot of flexibity to emote.”

Final Product

The ad opens with a talking parrot who is sitting in an Iranian café and is the owner of the café. He has a parsi accent and doesn’t belief in promos and offers coming at such a low price. He says, “Chaar rupay mein itna saara deta hai woh bhi aaj ke Zamane mein? (In four rupees a lot being given in today’s day and age? Not possible). Aaarey bhai, chaar rupaye mein gilli dande ka gilli aur salli boti ka salli bhi nahi milenga. Chaar rupaye mein peppermint ka plastic nahi milega( in four rupees you can’t even get peppermint plastic)… Aur yeh kya hai, mawa cake, mein chaar rupaye mein sunghne ko bhi nahi deta hai, kya? Aye bhai kya mein tereko ullo dikhta hai? (In four rupees I won’t even give this mawa cake to someone not even to smell. Do I look like a fool to you?)”. The voice over says , “ Believe it or not Vodafone gives you free talktime, local night calls, SMSes and a lot more in just Rs 4.”

Expert Comments

Commenting on the ad, Rajeev Raja, National Creative Director, DDB Mudra said, “I think it’s a pretty cute commercial and it is keeping up with Vodafone’s recent penchant for creating characters such as the Zoozoos. The characterisation of the parrot as an owner of an Irani restaurant is compelling, the scripting of the dialogues is entertaining, the animation is convincing, and the message that you can’t get anything these days for Rs 4 comes through loud and clear. This notion, though familiar, gains stickiness through a cut-through execution. The parrot is quite a lovable character. Though why a parrot and not any other bird or animal remains unanswered. All in all an effective way of communicating the Rs 4 plan.”

Our take:

We believe that the ad is refreshing and puts across the message of bonus card available for as low as Rs. 4 effectively. The character of a parsi animated talking parrot stands out and delivers.

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