MUMBAI: Telecom service provider Vodafone has launched a new campaign to familiarise the users and audiences with its Vodafone Delights.

The earlier 'Delights' campaign showed a budding friendship between two girls where each one would go out of the way to treat the other special. This time around too, the creative agency, Ogilvy and Mather, was asked to develop a campaign which had the emotional resonance of the earlier campaign but also that would enhance Vodafone's credentials as a telecom service provider. The aim of the campaign is to communicate that Vodafone cares for its customers and strives to introduce initiatives to delight them.

The six-week long campaign uses stories of the growing friendship between an old man and a little boy. The film follows the old man’s efforts to surprise and delight his little friend which lead to many sweet yet playful interactions between them. During the course of the different ads, different Delights offers are communicated to the viewer.

The first TVC in the series is based on the concept of 'Thank You' cards followed by two birthday themed ads. The TVCs are part of a high decibel media plan that uses radio, print, outdoor, on ground, digital and online platforms for communication.

The film is produced by Nirvana films.

Vodafone Delights was introduced in October 2011 giving customers benefits on travel, lifestyle, dining and entertainment with other commercial establishments. The new campaign has been launched in order to introduce the audiences to the latest addition to the Vodafone Delights offers – a special offer for any Vodafone customer walking into the telecom provider’s stores, a special telecom offering for its patrons in for m a birthday gift and the new ‘Happy Hours’ offer in the afternoon slot.