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Vodafone gets 'Blackberry boys' back

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MUMBAI: Vodafone India is bringing the ?Blackberry Boys? back with a new music video to reach out to each and every one who wishes to stay connected using chat on the Blackberry Messenger (BBM).

The TVC has been conceptualised by Ogilvy and Mather and produced by Niravana Films. Featuring the ?Blackberry Boys? the campaign also introduces ?Blackberry Messenger Only Plan? for Vodafone users.

Vodafone India senior vice president -brand, consumer insights and communications Anuradha Aggarwal said, "We at Vodafone India are constantly on the lookout to provide innovative experiences to our valued customers. The objective of our campaign is to increase the appeal of Blackberry services on Vodafone to a larger audience with special emphasis on the younger generation. Blackberry Messenger is extremely popular among our young customers and our aim is to enable this generation to get the most out of their Blackberry services at affordable prices."

The new campaign aims to reflect how every customer can proudly own a Blackberry with a pocket friendly plan. Additionally it captures the journey of how Blackberry has now become an integral part of daily lives across different walks of people. The jingle has now been recreated as a whole new song featuring the Boys.

The new Blackberry Boys campaign music video will go on air on 15 March and will be supported by a high decible 360 degree multimedia campaign.

In Sept 2010, Vodafone India, in an endeavour to take the benefits of Blackberry services mainstream and reach out to its young, upwardly mobile audience, had successfully launched a campaign featuring the ?Blackberry Boys?.

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