NEW DELHI: The telecommunications provider Vodafone Idea (Vi) has launched a new campaign for its prepaid “Hero Unlimited” plans, which were designed by Ogilvy. The 6-week campaign will include two TVCs and an extensive digital roll-out.
The campaign features actor Vinay Pathak and highlights the three features of the Vi Hero Unlimited plans, namely weekend data rollover, free night data from 12pm to 6am, and duplicate dates together.
Vi’s differentiated offering is designed to add value to its GIGAnet 4G customers, the telecommunications company said in a statement, adding that it aims to grow its 4G subscriber base by attracting new users to the Vi network.
Vodafone Idea took third place in the Indian telecommunications market with 281.90 million users at the end of April, behind Airtel with 352.91 million and Jio with 427.67 million users.
“Mobile data has become a basic need for all of us, and even more so in the current scenario. With our Vi Hero Unlimited campaign, we decided to highlight the concerns most prepaid customers face when they run out of data and how our latest offering addresses those concerns, ”said Avneesh Khosla, Chief Marketing Officer. Vi.
“The task was to distinguish Vi Hero Unlimited from the rest by identifying the two most relevant vulnerabilities that have no data in the middle of the night and on the weekend. We brought Vinay Pathak on board to do this without sounding too precarious or prescriptive. These films show Vinay Pathak recommending Hero Unlimited to all those in need, ”added Kiran Antony, CCO, Ogilvy South.
Users can take advantage of Vi Hero Unlimited on top-ups of Rs 249 and above.
The new plan offers twice the data advantage of a total of 4 GB of data per day for 28 days, 56 days and 86 days. These plans also offer 100 free text messages per day.
Top-ups of Rs 249 and above offer weekend data rollover and free night data, while top-ups of Rs 299, Rs 449 and Rs 699 allow users to enjoy double data benefits in addition to weekend data rollover and free night data.
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