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Time of India

Vi catch winning campaign towers above the rest

HighlightsTelecom operator Vodafone Idea has launched a campaign celebrating the addition of over 100,000 towers across India in just six months, emphasizing its rapid network infrastructure expansion. The campaign introduces new animated characters called The Netties, inspired by mobile towers, who represent the strength and agility of Vodafone Idea's network in a cricket-themed narrative. Avneesh Khosla, Chief Marketing Officer of Vodafone Idea, highlighted that the network expansion focuses on strategic deployment in high-traffic areas to ensure a quality indoor experience for users. Telecom operator Vi has unveiled its latest campaign, celebrating a significant milestone – the addition of over 1,00,000 towers across India in six months of the last fiscal. This campaign highlights Vi's commitment to strengthening its network infrastructure , underlines its scale and speed in network infrastructure expansion. Taking its network narrative forward in a refreshing and engaging format, the campaign debuts Vi's all new Network Avatars – The Netties . The Netties are a set of animated characters inspired by mobile towers . Riding on the wave of IPL excitement, these avatars have been brought together as a dynamic team of cricket players, symbolising they are the strongest team of the season. This fun and spirited squad embodies the strength, scale, and agility of Vi's evolving network by bringing to life its network credentials in a unique and memorable way. Avneesh Khosla, chief marketing officer, Vi said, 'The network expansion is not just about scale, but also smart, strategic deployment. By prioritizing high-traffic areas, leveraging spectrum efficiently, and focusing on delivering a quality indoor experience, we're building a future-proof, high-performance network .' Rohit Dubey, senior executive creative director, Ogilvy said 'The film turns telecom towers into teammates, showing how our strong network, like a great cricket team, never drops the ball—or the signal. One lakh new towers, one rock-solid team. This is our strongest side yet.' The 360-degree campaign conceptualised by Ogilvy India , comprises two TVCs. The campaign is live and will be promoted across platforms like TV, OTT, Radio, Social Media and YouTube. Watch the video here: