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Vodafone's latest ad campaign is a house of delights for its existing customers

Vodafone's latest campaign is all about saying a big, fat, delightful, 'Thank You' to the loyal customers - old and new.

, ET Bureau|
Jul 11, 2012, 04.20 AM IST
If ever there's an award for the most well-mannered marketer,Vodafone would be a strong contender indeed. Their latest campaign is all about saying a big, fat, delightful, 'Thank You' to Vodafone's loyal customers, old and new. The Vodafone Delights campaign intends to surprise customers with a three-layered gift trifle.

There's scratch-acard to use certain products for free for a while, 'Happy Hours' code for discounted rates at particular times and birthday greetings from your friendly neighborhood telecom operator if you so wish to be at the receiving end.

The first in a series of three TVCs to promote this campaign has a young man striking up a friendship with a slightly kooky, (although we think they were going for charmingly eccentric) and reclusive elderly gentleman armed with a few spiffy magic tricks; a character perhaps straight out of Woody's head (we're talking Allen here).

These are no disappearing coin or chop a pretty assistant in three or walk on water kind of tricks, though. During the course of the commercial, these two play a version of the game of cat and mouse, there's some mail delivery, a music lesson, a few forgiven trespasses and unexpected gifts and surprises.

And then Bogie struts out of the hedgerow and says "Louis, I think this is the beginning of a beautiful friendship." Just kidding! But they do end up as pals, the old man and the boy too.

Vodafone's latest campaign is meant to keep its happy marlins happy. According to Anuradha Aggarwal, senior vice-president, brand communication and insights,Vodafone India; the brand's communication has always had a warm endearing and classic feel to it and whichever Vodafone character tells the story the best at the time is used in its communication. We get it.

Replace the old man with a Zoozoo, that wouldn't work. Or would it? Of course this one like some of the major campaigns in the recent past is missing the pug too.

The brief for the agency was simple. Talk about the three new offerings in Vodafone's Delights package. Rajiv Rao, national creative director, Ogilvy India, says they wanted to explore new friendships.

Last time it was the story of the two best friends forever or BFFs in school, this time they wanted to drive home the point that true lasting friendships need not be bound by factors like age. The story will keep unfolding says Aggarwal.

And Rao for one is looking forward to the second television commercial to air because that's when the story of this unlikely friendship evolves.

The ad finds a fan in Senthil Kumar, national creative director at JWT who for one is not missing the four legged mutt at all: "It's an endearing and nicely crafted story. The old man has taken over from the pug as the brand metaphor. He's a lovable old magician."

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