Vodafone-Idea takes on rising unemployment in India with humour in its latest campaign built around its best-selling ‘What an idea, Sirji’ theme. The campaign titled, ‘NOT working? Try NETworking!’, seeks to unveil the opportunities that the Internet brings with the Idea 4G network.
The campaign, created by BBDO India, has three TVCs, one of which is on air. The film features an unhappy shopkeeper telling a photographer how people have stopped visiting his store, instead using their phones to even do their regular shopping. The photographer quickly thinks up an ingenious idea — that of using the phone to his advantage and creating a dedicated page for the shopkeeper. The page is an instant hit and soon the disgruntled shopkeeper is flooded with orders and enquiries.
Kavita Nair, Chief Digital Transformation and Brand Officer, Vodafone Idea, said: “Each Idea campaign, over the years, has focussed on social issues prevalent at that time and championed causes which are relevant and appeal to urban and rural audiences alike. The new brand campaign ‘Not working? Try Networking’ has been conceptualised with the objective of tapping the immense love and affinity the brand enjoys — by telling short, hope-infusing stories. Through the narrative, we highlight the reliability of high speed Internet on Idea 4G which can help spark a million innovative ideas and a million opportunities to create a better future for urban and rural Indians, signing off with the iconic ‘What an idea!’”
Hemant Shringy, CCO, BBDO India, Mumbai, said, “What we are most excited about in this campaign is how it perfectly aligns brand Idea’s philosophy of ‘An Idea can change your life’ and BBDO’s ‘create acts not ads’. It literally turns inaction to action with a simple yet transformational idea. It taps into the context of unemployment or underemployment and explores new possibilities through a ‘network’ solution. We think ‘Not working, Try Networking’ is the idea of today.”
“Brand Idea has been consistent in creating a distinct tone of voice in the category by inspiring imaginatively simple solutions to large complex problems, this campaign is topically relevant in amplifying how connectedness can unlock new possibilities for everyone,” added Suraja Kishore, Chief Executive of BBDO India.
Client: Vodafone Idea
Creative: BBDO India
Production House: Colonial Films
Director: Sandeep Yadav