Vi has launched the second instalment of its 'be someone's we' campaign. Focusing on the positive power of connectivity in combating loneliness, the campaign consists of a film titled 'Durga Puja.'

Conceptualised by Ogilvy, the film addresses the hard transition that parents go through when their children move away to a different city or a country. The film opens with a mother and father talking to their son on a video call, telling him they miss him during the Durga Puja festival. Suddenly, the doorbell rings and the delivery boy hands over a box of sweets sent by the son. Adding that the son has sent something else too, the delivery boy hugs the father, thus making his presence felt. The film then ends with another video call from the parents to the son, who are now happy and seen enjoying the sweets sent by him.

What we think about it: The film perfectly captures how empty nesters experience loneliness and sadness, especially during the festive season. An emotionally compelling film, the brand has strongly managed to tug at the heartstrings of the viewers, while also highlighting their offerings. 

Avneesh Khosla, CMO, Vodafone Idea, said, “At Vi, we believe that true connectivity is about technology becoming an enabler of fostering a sense of belonging and togetherness. With this year's ‘Be Someone’s We’ stories we aim to bring attention to the empty nesters, who often face a profound sense of loneliness. We hope to encourage their loved ones to check on the parents, make them feel valued and connected in little ways that go a long way.”

Rohit Dubey, executive creative director, Ogilvy India, said, “To build ‘Be Someone’s Vi' further, we took a more narrative-driven approach. While the initial stories were telegraphic, these stories delve deeper into the emotional landscapes of empty nesters. ‘Be Someone’s We’ is a heartfelt plea to society to reach out and bridge the emotional gaps. With this, we hope to evoke empathy, show how Vi’s network can be a lifeline in thriving meaningful relationships."

Launched during the Men's ICC T20 World Cup during the Sri Lanka-South Africa match, the campaign will run across multiple platforms including TV, digital and retail.