There's always some more friends to make
There's always a space at the table
There's always a new game to play
And it's changing everyday
So many new faces
We're dreaming while we're awake
No time to waste today.
The world is our playground
These fabulous lyrics from the Vodafone Mobile number portability TVC clearly show the difference between Vodafone and the other service providers. Idea was the first mover when it launched its series of ‘no idea, get idea’ campaign. It would surely help them get customers. It was raved amongst the marketing and advertising pundits for thinking ahead if time.
Until Vodafone came up with this TVC. Idea seemed nowhere in the min recall. The thought is so awesome. Clearly a consumer insight to maintain continuity. They are not talking about others being good or bad. Just that we are good and you can come join us. Idea was talking about tangible aspects such as network, connectivity, etc etc. Vodafone took the leap and talked about the emotional connect.
I don’t remember if Reliance or Airtel or Aircel have come up with a MNP ad. Tata Docomo has come up with a ridiculous ad. Sorry to be so harsh but its really nonsense. Does it not remind you of the Vodafone Zoozoos ad during IPL talking about making you a star of the match? This Docomo ad also talks of making you a hero in a similar creative output. The ad goes on to say that relieve your friends of their network and show the freedom Docomo users enjoy. I really do not understand what they are talking about.
Vodafone is surely going to be a winner. Hats off to the guys at Ogilvy. They just seem to raise the benchmark with each passing creative. Competition is nowhere in sight and doesn’t even seem if they ever would be.