Zumis (Zoozoo army) is not all that Vodafone has unleashed this IPL. Mid over breaks during the high intensity Indian Premier League, now feature an elderly couple in their 60s enjoying their second Honeymoon in Goa. Bala and Asha do not have the physical support of their children but that of Vodafone. Its data services bridge the gap and that is what this campaign (Make The Most of Now) is all about - a couple and their journey in Goa.
So far two videos have been released. In the first one, their grand-daughter helps them to locate the chauffer whom she has already reserved and is supposed to pick them up from the railway station. The communication has a blend of humour throughout and sustains the awe factor.
Vodafone has a social media command center established in its office, where the brand tracks real time social media actions, comments and influencer's reactions. The initial analytics are 'encouraging', says Banerjee. "Interestingly, early reads of the campaign have been very encouraging with consumers across all age bands loving the couple," he adds.
Indian Premier League is a lengthy as well as an intriguing event where 60 matches are played in period of 47 days. Many brands dish out hefty amounts to create a campaign and garner eyeballs during the tournament. Fatigue can be an issue, feels Banerjee, "The challenge is always to stand out in a relevant way in a dynamic environment. For this period especially, it is possible for consumers to see the same ads multiple number of times, possibly leading to fatigue. Over time, Vodafone has developed a unique way of storytelling based on multiplicity of creatives, bonded together by a central idea, so that consumers see fresh ideas in delightful ways. 2016 was about Vodafone Supernet. This year, in 2017, consumers will see the adventures of our couple - Bala & Asha, making the most of now as the cricket season progresses," he opines.
The "most difficult" part of the six film campaign to be shot in Goa, was to get the right cast, says Rao. "After going through numerous screen tests across several cities, we were finally lucky to find a real life couple. The fact that they have never been to Goa made the whole deal a lot sweeter," he adds.