Vi plans aim to deal with two major pain points – running out of information within the middle of the night and over the weekend.
Since last year, when COVID happened, we’ve been dependent on internet connections more than ever, whether it’s for our jobs, education, or entertainment. The hold on maintaining work-life or study-life balance, while we’re indoors, has led us to deal with “stop bedtime for revenge”. This means that folks regain a way of freedom by limiting their sleep and doing things they do not have time to try to during a busy day. This resulted in a significant rise in mobile data usage.
Major telecom service provider Vi has revealed a campaign for its “Vi Hero Unlimited” plans, which provide a solution to the night data crisis. The three features that prepaid plans offer include weekend data renewal, free data night (12-6 AM), and double data. Avanish Khosla, chief marketing officer, says Vi Hero Unlimited plans are targeting a broad reach of consumers and not just young people. This plan is designed for all prepaid customers, who have high data consumption requirements.
Not only that, but Recharge also provides perfect connectivity for everyone, be it a student studying online, a professional working from home, or even a citizen who depends on the internet for banking, shopping, research, and entertainment. But most importantly, we intend to provide the best products and services to help our customers get more and do more in life. As a result, Vi is a big step in that direction.
The six-week campaign, which developed the idea for Ogilvy, will include two television sets and a digital display. Commenting on the creative concept, Kieran Anthony, COO of Ogilvy South, said during a handout, “The mission was to differentiate Vi Hero Unlimited from the remainder, by highlighting my two most relevant pain points – running out of data in the middle of the night and the weekend.
We got (Vinay) Pathak on board to try to do this without sounding too preachy or prescriptive. These films capture Pathak recommending Hero Unlimited to all or any the distressed people out there.”
All prepaid Vi recharges of Rs 249 and above will offer weekend data renewal and free data overnight. On recharge of Rs 299, Rs 449, and Rs 699, users will also be entitled to double the data benefits. Earlier this week, telecom operator BSNL also rolled out a new Rs 599 plan, which offers unlimited nighttime data. In June 2020, Jio launched unlimited internet for “3 Happy Hours”, from 2-5 AM.
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