Project Details
Objective
Promote Vodafone’s Unlimited Validity plan in a way that clearly communicated its biggest benefit – freedom from expiry, while standing out in a cluttered telecom category. The aim was to make the idea of ‘unlimited’ easy to grasp, memorable and culturally resonant through radio.
Idea
We tapped into familiar Indian mythology and gave it a light-hearted, humorous twist to dramatise the concept of something that never ends. Using wit and cultural recall, the radio spot conveyed the idea of unlimited validity without technical jargon, making the message entertaining, intuitive and easy to remember.
Outcome
The culturally rooted humour struck a strong chord with listeners, driving high recall and positive brand association. The radio campaign helped simplify the proposition, contributed to strong acceptance of the plan and reinforced Vodafone as a brand that communicates complex benefits in a simple, engaging way.
Client
Vodafone
agency
Ogilvy
Category
Radio
Year
2012
