Vodafone takes you on a family picnic to promote music services

Vodafone India has launched its latest set of commercials to promote its music services on mobile. The campaign, created by Ogilvy India, is a three-commercial series promoting the share, download music and videos feature each.

[caption id=“attachment_80384” align=“alignleft” width=“380”] The campaign captures how music lends itself to anything - even a family outing[/caption]

Speaking about the campaign, Ronita Mitra, Senior Vice President, Brand and Consumer Insights, Vodafone India says, “India is a nation that loves music, a nation that consumes music in every form. 34% Indians listen to music on their mobile phones. Vodafone Music is an app which provides pure entertainment in the form of songs and videos on the go to the audiences with important features like listen, share, watch and download. The objective of the campaign is to position Vodafone Music as one stop destination for all your music needs - listen, watch, download and share.”

What sets these commercials apart from most in their category is how Vodafone hasn’t chosen to focus on just the youth and their music needs.

Says Rajiv Rao, National Creative Director, Ogilvy India, “Music is something that is close to everyone’s heart - whether they’re men, women, old, young, middle-aged. But somehow, focusing on the youth has become a category clich. We wanted to break away from that showcase how music is for everyone! And what better way to show an entire family having fun with their music, than on a picnic?”

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Adds Mitra, “In India people prefer outings with family rather than friends and colleagues. The entire campaign revolves around this insight by capturing the most common incidents that can occur on an Indian family road trip. Vodafone Music App has been innovatively used to make these incidents humorous while highlighting key features of the app.”

The first TVC shows a family taking a roadtrip. Enroute, the son is urgently in need of a washroom and keeps asking his father how long it will be before they reach a public washroom. His sister is consistently giving him a mischievous grin, and streams ‘Humko mann ki shakti dena’. The entire family, except the boy of course, bursts out laughing.

Watch the TVC here:

In the second TVC, the parents are bickering about who stars in a particular song - Kareena or Katrina. To put an end to their arguments, the daughter streams the video of the song, and it turns out to be a Deepika Padukone-starrer! The parents then look sheepish while their kids pull their leg.

Watch the film here:

In the third film, the grandmother is miffed with her husband, while the latter unsuccessfully tries to get her forgiveness. She keeps ignoring his attempts, and suddenly she receives a message on her phone. She opens it to find that her husband has shared a song with her through Vodafone’s music services, asking her to stop being upset with him! She laughs and they make up.

Watch the TVC here:

“We wanted to convey that Vodafone gives you music for every moment of your life. Whatever the situation, whatever the circumstance, there is a song for it out there somewhere. And Vodafone has them all,” said Rao.

Speaking about the spate of telecom providers offering music streaming on their “Music on mobile has been important for a very long time, now. Even before the smart phone boom, people always used their mobile phones to listen to music, whether it was to listen to FM or carry their music on the memory cards. Streaming is just the next step,” Rao says.