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Vodafone catches pulse of the youth with 'uninterrupted sharing' proposition

25-November-2013
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Vodafone catches pulse of the youth with 'uninterrupted sharing' proposition

From break-ups to patch-ups, from sorrows to joys, from meetings to partings, youngsters share every moment of their lives on the internet. Capturing this essence, Vodafone has launched a new TVC titled ‘Made for Sharing.’ The ad film is a testament to how important ‘sharing’ is to the lives of youngsters and how Vodafone’s 24x7 is internet made for them.

Conceptualised by Ogilvy & Mather, Mumbai, the commercial chronicles the life of a girl who is sad because she has broken up with her boyfriend, but over the course of the film recovers as she starts having fun with her friends and living her life. During this time she shares all her feelings – the sadness, hanging out with her BFFs, the joy of taking a holiday, singing, shopping, etc. – through status updates, instagram pictures and video uploads, using Vodafone’s mobile internet.

 

Rajiv Rao, National Creative Director, Ogilvy India said, “The ‘Made for Sharing’ film reflects the behaviour of this generation – a generation that loves to share their feelings, fears, joys and sorrows. They need to put their thoughts out there; sharing is an important part of their lives, a new culture. Vodafone internet helps them do that anytime, effortlessly.”

The brief to the agency was about promoting the uninterrupted internet usage provided by Vodafone that helps in being present on social networking sites always.

Sarang Wahal, Senior Vice President, Ogilvy India said, “This ad is part of the ‘Made for Campaign’ series, reinforcing the strength of Vodafone network. The last two films have focused on promoting data through mobile as that is key to any telecom operator’s growth. This particular film depicts how being social, especially online, is an integral part of our lives, and Vodafone internet enables us to reach out to our loved ones no matter where we are.”

Does it bring alive the importance of sharing?
Expert take

Navin Theeng, Group Creative Director, Cheil India said, “The first word that pops into mind when you see it is ‘Google’. Though the story of how we live our lives online is universal, the execution style is reminiscent of Google’s popular ‘Dear Sophie’ and ‘Parisian love’. But beyond the execution style, the story depicted is the story of our lives. Everything that we do is mirrored by our online persona. We have blurred the lines of private and public. And with this ad, Vodafone champions this shift in thinking. The message that ‘we know you live online’ comes clearly through.”

He added, “What is also laudable is the restraint shown by not adding some value package or offer. So it manages to add to the brand aura and not detract from it by being a thinly disguised sales pitch.”

Our take
Once again it’s a youthful and lively ad from Vodafone. It has very beautifully captured the essence of the youth who wants to share everything that happens with them. The ad reflects the importance of ‘sharing’ in every youngster’s life, with uninterrupted internet usage provided by Vodafone.

Youngsters will love the TVC as they can easily relate to the events. The message comes out very well through the story of the girl who loves to share every moment of her life – be it her new look or her shopping therapy.

The tagline of ‘Made for Sharing’ is perfect as the TVC shows the girl sharing everything with her friends. The jingle is soothing and adds to the delight. Though the idea is not fresh, the execution is unique and clearly reflects the love for sharing through Vodafone. 

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