Vi, a leading telecom operator, launched the Be Someone’s We campaign to combat loneliness by showcasing connectivity’s positive impact. After the successful youth and urban orphans’ focused campaign last year, Vi introduces its second instalment, targeting loneliness among empty nesters.
Parents frequently struggle with a sense of emptiness as their children move away, particularly to distant locations. This drastic shift from their familiar role can be challenging, leading to feelings of purposelessness, sadness, and isolation, potentially affecting mental well-being through conditions like depression and anxiety.
Viyet’s new campaign highlights the importance of emotional connections with parents, especially when distance separates them. Using everyday scenarios, it shows how a telecom network can bridge the gap and provide companionship for empty nesters.
This year’s campaign, spearheaded by Ogilvy, was launched at ICC T20 World Cup with its debut film played during the Sri Lanka Vs. South Africa match. The film “Durga Puja” taps into the emotions of empty nesters feeling lonely during festivities, highlighting the impact of simple gestures like a video call in bringing parents closer and feeling cherished.
The story unfolds with parents talking to their son on a video call, missing him during Durga Puja. A delivery boy arrives with sweets from their son, who also sent a surprise. The father warmly hugs the delivery person, feeling his son’s presence from afar. Later, the parents enjoy the delicious sweets with their son over another video call.
Vi’s ‘Be Someone’s We’ campaign emphasizes the telecom industry’s vital role in connecting people, showcasing Vi’s dedication to fostering connectivity.
Commenting on the launch of the campaign, Avneesh Khosla, CMO, Vodafone Idea, said “At Vi, we believe that true connectivity is about technology becoming an enabler of fostering a sense of belonging and togetherness. With this year’s ‘Be Someone’s We’ stories we aim to bring attention to the empty nesters, who often face a profound sense of loneliness. We hope to encourage their loved ones to check on the parents, make them feel valued and connected in little ways that go a long way.”
Speaking about the conceptualization of the campaign Rohit Dubey, Executive Creative Director at Ogilvy India said “To build ‘Be Someone’s Vi’ further, we took a more narrative-driven approach. While the initial stories were telegraphic, these stories delve deeper into the emotional landscapes of empty nesters. ‘Be Someone’s We’ is a heartfelt plea to society to reach out and bridge the emotional gaps. With this, we hope to evoke empathy, show how Vi’s network can be a lifeline in thriving meaningful relationships.”
Overall, the campaign will run across multiple platforms including TV and surround channels, digital and retail.
Link to the TVC:
