Vi has launched its campaign urging everyone to ‘Be Someone’s We’. In our over-connected world, we can still find ourselves lonely and the campaign drives a message of inclusivity and togetherness, where no one in the world is alone.
The four-film campaign shows people lonely at different times – a young woman post a breakup, a young sales representative dressed as a pizza standing on the sidewalk, a college student watching all his friends play dandiya from the hostel window and a new joinee in a company in the cafeteria at lunchtime. However, the people around them make sure they are not alone – then be it the young woman’s friends trying to cheer her up with profiles of potential suitors, or the sales representative’s sister calling him to make sure he has eaten lunch, or the college students’ friends urging him to come downstairs and join them, or colleagues inviting the new joinee to share lunch with them and try some kheer.
The campaign has been conceptualised by Ogilvy India and the films use the song ‘Akele Akele Kahaan ja rahe ho’ in a new twist to tell the story.
Avneesh Khosla, CMO, Vodafone Idea, said, “Loneliness is a growing concern in India, especially amongst the youth. We believe as a brand designed to aid connectivity, we have a strong role to play in addressing this concern. Our new campaign ‘Be Someone’s We’ is designed to reflect our philosophy of inclusivity, helping the world become less lonely.”
Harshad Rajadhyaksha and Kainaz Karmakar, CCOs, Ogilvy, said, “Loneliness is one of the biggest silent killers of our time. The campaign shows how a simple phone call, a text or a connection in any way, can change how another person is feeling. Each story of the campaign addresses a different aspect of loneliness – from the first day at work to being a student in a city you don’t belong to. Rohit Dubey, who heads creative for Vi at Ogilvy has crafted the stories and Amit Sharma from Chrome films has brought them to life. Here’s wishing “Humari duniya mein akelepan ki koi jagah na ho.”
Feedback: [email protected]
