Tuesday, September 13, 2011

Vodafone Blue : Trying to replicate Airtel's HFZ??

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I have read about the launch of new Vodafone Blue also known as Facebook Phone a couple of days back in India. Yet for the first time I viewed it on TV, I kept on asking myself "Why does Facebook want to advertise itself on TV?"

Yes, I had good amount of time to think by the end of which a Vodafone banner appeared for 3seconds reminding me of the new phone launch. It was approx. 2minutes 10seconds effort which more of takes you through some of the features/apps on Facebook to only realize at the end that these are gonna be available on the new Vodafone Blue.


Vodafone always had those cute 15seconds ads to inform of a new service/launch/offers. Even a service such as 3G, one of those highest on priority if you need to prioritize was also launched using zoozoo's and similar 15-30sec spots. However, this time it has deviated from an approach it always used since long time. Trying to move away from those that break the clutter might prove to be too dangerous for Vodafone.

What might be the reason for such a sudden and an altogether different move? Does Vodafone beleive that the launch of this phone is bigger than the launch of 3G or other offers/services it launched in the recent months? Definitely not. Or Is it trying to break the clutter? I really feel it's definitely not capable of with this ad and there isn’t any requirement since, this is the only one in this segment.

And what about the cost it is incurring on a 210seconds spot. Ok, many of those recent ads were played in the intial 2-3days for the entire length and later cut down to bits and pieces like Airtel's "Har Ek Friend Zaroori hain" or a Hero's "Hum mein hain Hero". But, I think the lyrics of this ad too are not something with which you can cut into bits.
Ohh wait, did I say Airtel?

Are they by any chance trying to replicate Airtel's HFZ song to get a similar anthem for Vodafone? I doubt this can be of any match to HFZ but, still are they trying to replicate and failed miserably?
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Open for Comments
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