Vi has rolled out the latest version of its 'Be Someone's We' campaign, titled 'Birthday Wishes From The Metro,' to showcase its achievement of adding 100 towers across India as part of its ongoing network expansion.

Conceptualised by Ogilvy, the campaign which features an ad film highlights the importance of building connections and supporting one another through the idea of 'Being Someone’s We' from any location. 

The film showcases a busy underground metro, a young girl throws an impromptu birthday celebration for her sister via video call, with fellow passengers joining in to send their wishes. The film illustrates how the entire metro celebrates her birthday, highlighting Vi’s commitment to enhancing connectivity and uplifting spirits, even in areas with weak signals. Ultimately, it reflects Vi’s belief that a telecom network should enhance lives, nurture relationships, and bring joy in a digital world.

What do we think about it: Strikes an emotional chord, leveraging impactful storytelling and the promise of '100 towers every hour' to seamlessly align its brand message of connectivity with the joy of shared moments.

Avneesh Khosla, CMO, Vi, said “’Be Someone’s We’ reminds everyone about the power of connections. Adding 100 towers every hour is a testament to our commitment to bringing robust connectivity to ensure that people remain connected and come together for their loved ones in little ways that go a long way.” 

Rohit Dubey, ECD, Ogilvy, said, “Crafting ‘Be Someone’s ‘We’, From Wherever You May Be’ was a creative tightrope walk, balancing appeals to both heart and mind. The promise of 100 Towers Every Hour had to be subtly woven into the brand’s philosophy, guiding each choice we made. This heartfelt moment, set in one of the most challenging areas for a telecom network, reflects Vi’s commitment to connectivity. We hope this effort enhances the consumer's network experience and makes a meaningful difference.”

The campaign was rolled out across TV and digital platforms on 22 November.