MUMBAI: Vodafone India is all set to bring the ‘Blackberry Boys’ back with a new music video. The campaign also introduces a ‘Blackberry Messenger Only Plan’ for Vodafone users.
The new plan provides subscribers the flexibility to choose from daily and monthly plans priced as low as Rs. 5 and Rs. 129 respectively. The Blackberry Boys campaign music video will be launched on 15 March, 2012 and the offering would be supported by a 360 multimedia campaign.
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Speaking on the new initiative, Vodafone India SVP –brand communications and insights 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 campaign created by Ogilvy & Mather (Mumbai) reflects how customers can own a Blackberry with a pocket friendly plan. Additionally, it captures the journey of how Blackberry has 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.
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 launched a campaign featuring the ‘Blackberry Boys’. The music video ‘We’re the Blackberry Boys’ became extremely popular and garnered a huge fan-following amongst the corporates as well as Gen-Next.
