Vi's new campaign highlights how small gestures can have a big impact

Vi has launched a campaign ‘Be Someone’s We’ that delivers the message of supporting one another through both good and challenging times, even with the smallest of actions. It draws inspiration from everyday life scenarios to illustrate how a network can serve as a bridge for forming human/social bonds, and fostering a sense of togetherness.

Conceptualized by Ogilvy India, the campaign comprises different slice-of-life stories that focus on situations that may make us feel left out or lonely. The commercials also use the song ‘Akele Akele Kahaan ja rahe ho’ in a new way to tell the story. It showcases that even a small gesture of a call or message is enough to make someone feel less left out, less lonely, and loved and cared for. 

Story 1 Dandiya: This film shows a boy feeling a bit left out, watching his college mates practising Dandiya for a fest. Suddenly, he gets a video call from one of the students practising Dandiya calling him “Bhai…Dandiya dekhte hi rahega ya fir seekh ne bhi aaega?” inviting him to join. The boy smiles and joins them, with the feeling of being included.

Story 2 Kheer: This film shows a new joiner, a tad nervous and lost trying to find a seat for herself in a crowded cafeteria. She finds an empty seat in a corner. Shortly after, she receives a message “Hey! Yummy Kheer here... join us?”. Through the crowd, she sees a girl waving at her with a lunchbox. She smiles and joins a bunch of colleagues as they welcome her and make space for her.

Commenting on the campaign, Harshad Rajadhyaksha and Kainaz Karmakar, CCOs from Ogilvy said “Loneliness is one of the biggest silent killers of our time. The campaign shows how a simple phone call, a text, or a connection in any way, can change how another person is feeling. Each story of the campaign addresses a different aspect of loneliness - from the first day at work to being a student in a city you don’t belong to. Rohit Dubey, who heads creative for Vi at Ogilvy has crafted the stories, and Amit Sharma from Chrome Films has brought them to life. Here’s wishing “Humari duniya mein akelepan ki koi jagah na ho”

Avneesh Khosla, CMO, of Vodafone Idea, said, “Loneliness is a growing concern in India, especially amongst the youth. We believe as a brand designed to aid connectivity, we have a strong role to play in addressing this concern. Our new campaign 'Be Someone's We' is designed to reflect our philosophy of inclusivity, helping the world become less lonely.”

The campaign goes on air on 5th October 2023 first on the World Cup. In addition to the World Cup, the films would also be on surround channels and digital. Apart from the films, the campaign will also be backed by Digital, OOH, and Retail.