The campaign by Vi featuring actor Vinay Pathak as the protagonist focuses on Vi Hero Unlimited plans as the solution to the problem of data quota exhaustion faced by prepaid users.
The Vi campaign highlights the three features that Vi Hero Unlimited plans offer through devising the need for unlimited data whilst the consumers work from home, learn from home, and consume entertainment from home.
Aiming to drive awareness on Vi’s portfolio, the TVC depicts the despair of youth who run out of data, cut to Vinay Pathak recommending ‘Vi Hero Unlimited – Sirf Naam ka nahin, kaam ka unlimited’ as the choice for continued connectivity and mobile internet experience. Conceptualized by Ogilvy, the 6 week-long campaign will have two TVC and extensive digital roll-out.
Commenting on the campaign, Avneesh Khosla, Chief Marketing Officer, Vi said, “Mobile data has become a basic necessity for us all, even more so in the current scenario. With our campaign for Vi Hero Unlimited, we chose to highlight the concerns faced by most prepaid customers when they run out of data, and how our latest offering alleviates those concerns. With features like unlimited night-time data, weekend data rollover, and double data, we believe we have a hero product and hope it becomes the ultimate choice for 4G users in the prepaid segment. Thereby ensuring they stay connected, always.”
Speaking about the creative concept, Kiran Antony, CCO, Ogilvy South said, “The task was to differentiate Vi Hero Unlimited from the rest by bringing out the two most relevant pain points, running out of data in the middle of the night, and over the weekend. We got Vinay Pathak on board to do this without sounding too preachy or prescriptive. These films capture Vinay Pathak recommending Hero Unlimited to all the distressed people out there.”