Perhaps in a bid to retain lost ground in terms of 4G branding, Vodafone India recently launched a marketing campaign to promote its SuperNet proposition, as part of which it has put together a series of marketing initiatives straddling TV, print, radio, digital and outdoor media. The campaign, which was conceptualised by Ogilvy & Mather, has multiple engagements lined up around the theme ‘super’. “We wanted to bring forth an everyday superhero who is not Batman or Superman but is more relatable,” says Siddharth Banerjee, national head, brand communication and insights, Vodafone India. “I think that our creative hook explained the idea well and we were able to communicate real consumer benefits,” he adds, stating that the brand is not just working on its 4G services, but also has put in significant efforts towards 2G and 3G network development.
Banerjee explains that since Vodafone has invested a significant amount in improving the quality of its network over time, it wanted to highlight the improvement in the services offered, thus using the term ‘super’ in the ads. “The task at hand was for this TVC to communicate the fact that the company’s products and services can add value to someone’s life; that anybody can be a superhero using SuperNet,” adds Banerjee. So far, Vodafone has launched five TVCs, each showcasing a ‘super’ friend, brother, dad, son and fan. “Some more are lined up,” adds Rajiv Rao, national creative director, O&M. “We have in the past launched the pug campaign for the company; the animal is now the brand’s mascot. This time around, the TVCs had the simpler aim of showing how a superior telecom network can enable any person to become superior,” Rao explains. Sounds super simple, after all.