The best things in life are free, and borrowed. Yes, the adage has been tweaked a little bit, but isn't that how we all love things? A book, some sugar, a CD, and a lot more - we simply love borrowing.
The commercial weaves the idea through a carefully-crafted mosaic of instances where people borrow things from each other.
The film has been directed by Rajesh Krishnan of Soda Films. The creative team at Ogilvy includes national creative directors Abhijit Avasthi and Rajiv Rao, as well as Kiran Antony, Shahrukh Irani, Rakesh Jha and Jigar Fernandes.
Anuradha Aggarwal, vice-president, brand communication and insights, Vodafone Essar, is of the view that the film stands out because it focusses on the insights rather than on the product.
"It is a very effective film, and is different because it uses a core human insight and puts it at the centre. The category has so far focussed strongly on the product rather than on insights. This is something that the consumer will recall and the idea will resonate," she says.
The television campaign is being supported by print, radio, point-of-sale activities and outdoor. The campaign is largely targeted at Tier II and Tier III cities, and the prepaid customer base. The company has, in fact, released a large radio campaign promoting the service, tying up with Radio Mirchi and Big FM with the core thought -- 'Udhaar lena achchi baat hai'.
The media buying duties of the brand are handled by Maxus.
Credit where it's due
The film has met with positive responses from the advertising fraternity that approves of the strong and simple insight.
"The creative thought rests on a sound cultural truth -- next door neighbour loans -- the unique Indian habit of borrowing an asset as your own immediately makes a connection with the product feature, which is novel," says Kekre.
Kekre is of the view that the film, while without a human face, is still an extremely human film.
"The device of the hands exchanging things adds to the memorability and uniqueness of the execution, and so do the subtle touches in the voiceover," he says.
According to Ryan Menezes, chief creative officer, Percept/H, the communication is simple, single-minded and direct. He says that the execution seems clean and simple, with little unexpected bits thrown in for good measure, and has an interesting soundtrack.
"The film establishes the fact well that you can borrow talk time from friends. Strategically and creatively, it might have been more interesting to explore the circumstances that resulted in the protagonist running out of talk time," says Menezes.
"It is not in the same league as 'BlackBerry Boys', but it sure is interesting to watch a couple of times," he adds.