MUMBAI: Vodafone India has launched a new campaign to promote the new voice based services on the basic handsets. It also revolves around the thought that a mobile does serve other purposes also apart from just talking and SMSs. The tagline of the campaign is "Kyon ki phone sirf baat karney ki liye nahi hota".

Conceptualised by Ogilvy, the brand film is produced by Vikram and directed by Bob while Good Morning Films has created the TVC.

The new campaign sees the return of Vodafone‘s representatives of the common man - Irrfan Khan and Prakash Raj (for the southern markets). It has a series of films that bring to light the dilemmas he faces and how a mobile can help him resolve some issues.
 
"While most of us use smart phones and know the possibilities, there is a huge segment of consumers with basic phones and a lot of hesitancy in exploring other services or even data. So even while it is relevant to them, there is a huge inertia, with the lack of awareness, cumbersome activation process and uncertainty on costs and usage. It‘s only fair that we involve and evolve this audience by giving them information they want without the complications. So, a voice based 123 service makes it easier," said Vodafone India VP-brand communication and consumer insights Anuradha Aggarwal.

All the services are available through a voice based service from a single number 123, making it easier for consumers to activate them.

"Irrfan Khan and Prakash Raj have long been our partners in the face of common man as the masses associate with them. With a simple narrative style, they explain technology more effectively for our target audience. It‘s all answered on Vodafone. Bas Vodafone par 123 dial karo aur dekho aapka mobile aur kya kya kar sakta hai," said Ogilvy NCD Rajiv Rao.