Project Details
Objective
The campaign aimed to promote caller tunes by showing that you can instantly get the tune you like with just a press of a button. It highlighted how effortless and immediate the experience is, making it easy for anyone to enjoy their favourite tunes.
Idea
We rooted the campaign in a deeply familiar Indian behaviour; copying what you admire. By drawing parallels from everyday street culture, the idea made the feature instantly relatable and easy to grasp, turning a mobile function into a natural extension of daily life.
Outcome
The campaign struck a strong emotional and cultural chord, making the feature memorable and widely understood. It generated high recall, strong engagement, and successfully translated awareness into increased caller tune activations.
Client
Vodafone
Agency
Ogilvy India
Category
Campaign
Year
2011
