Vodafone’s new friendship day campaign, conceptualised by Ogilvy & Mather, does not overtly push the brand. Much like their previous #LookUp campaigns, this one also encourages us to keep our mobiles aside and have a face-to-face conversation with our friends and loved ones. It is quite bold for a telecom company to show us the merits of taking a break from the smartphone. This time round, the film was designed, keeping Friendship Day in focus. Even though the ad falls under the same #LookUp theme, the film has been executed very differently.

In a day and age where we share, like and follow things online faster than we express emotions in person, the ad comes across as a timely reminder to appreciate the real people (real friends) in our lives through a simple yet compelling narrative. Even though the film managed to hold my attention, the concept of soft selling, is fast becoming predictable and monotonous. Many brands have gone down the same road and churned out ads that heavily sell an emotion. There is a risk of coming across as artificial. In case of Vodafone, thankfully it does not try too hard to be sentimental. The brand keeps the message subtle and it seems like a genuine attempt to remind people about the importance of offline bonding.

Client/Brand: Vodafone
Agency: Ogilvy & Mather
Production House: Storytellers.in
Director: Ken Rolston