Direction for Radio Advertising
Client Vodafone Group
Brand Vodafone SuperHour
Entrant Ogilvy & Mather
Cultural Context This campaign was based on three main insights:1. Weddings are a big deal in India. Left with nothing much to do, every person attending these weddings has to go through a long tedious wait.2. Nothing beats the Indian traffic jam. Indians are known to spend half of their life stuck in a traffic jam.3. The local trains in India are as amusing as the people travelling in them.
Solution When we had to create a radio campaign for a product that gave our consumers unlimited internet for an hour, we brought out the little insights that every Indian could relate to. Each insight was picked out from the Indian roads, weddings and local trains. The solution was a set of three spots that not only brought a smile to the face, but also explained the benefit of the offer seamlessly.
Insight The radio campaign ran in leading radio stations like Red FM, Fever FM, Radio City, Radio Mirchi, Suryan FM and Hello FM in 24 cities across India. It ran at an average of 11 days in these channels, the duration of each spot being 30 seconds.