Telecom operator Vodafone Idea (Vi) recently launched a campaign for the provider’s ‘Hero Unlimited’ prepaid plans. The campaign, which is conceptualized by Ogilvy, is a 6-week long campaign. It includes 2 TVC and an extensive digital roll-out.
Featuring actor Vinay Pathak, the campaign highlights the 3 features of Vi Hero Unlimited. These are Weekend Data Rollover, Night-time Free Data (12 am to 6 am), and Double Data Together.
This offering aims towards offering greater value to Vi’s GIGAnet 4G customers. Vi is looking towards increasing its 4G subscribers base by attracting new users. Vodafone Idea currently ranks 3rd in the Indian telecom market behind Reliance Jio and Bharti Airtel. Vi had 281.90 million users at the end of April. At that time Airtel was at 352.91 million users, and Jio had 427.67 million users.
Vi Chief Marketing Officer, Avneesh Khosla commented, “Mobile data has become a basic necessity for us all, even more so in the current scenario. With our campaign for Vi Hero Unlimited, we chose to highlight the concerns faced by most prepaid customers when they run out of data, and how our latest offering alleviates those concerns.”
Ogilvy South CCO Kiran Antony added saying, “The task was to differentiate Vi Hero Unlimited from the rest by bringing out the two most relevant pain points, running out of data in the middle of the night, and over the weekend. We got Vinay Pathak on board to do this without sounding too preachy or prescriptive. These films capture Vinay Pathak recommending Hero Unlimited to all the distressed people out there.”
Pricing and Details
Vi Hero Unlimited’s benefits can be availed on recharges of Rs 249 and above. This new plan will offer a double the data benefit. This gives users a total of 4GB of data/day for 28, 56, and 86 days. Additionally, 100 free SMS/day can also be availed.
There are also additional features on recharges over Rs 249. This will include Weekend Data Rollover and Night Time Free Data. Users can also avail all 3 features Double Data benefit along with Weekend Data Rollover and Night Time Free Data. To avail of this, users can recharge for Rs 299, Rs 449, and Rs 699.