Vi launches second installment of Be Someone's We campaign

Vi, a leading telecom provider in India, relaunched its heartwarming "Be Someone's We" campaign to address loneliness among empty nesters. The campaign coincides with the ICC T20 World Cup and underscores the power of staying connected to combat isolation. Building on the success of last year's initiative that focused on youth and urban orphans, Vi's new campaign tackles a different kind of loneliness – the one experienced by parents whose children have moved away. This transition can be particularly difficult, leaving parents with a sense of void and impacting their mental well-being.

Vi's emotionally compelling campaign emphasizes the importance of staying connected, even when physical presence isn't possible. The campaign draws inspiration from everyday situations where empty nesters might feel most alone and showcases how their network can bridge the gap.

Developed by Ogilvy India, the campaign launched its first film titled "Durga Puja" during the ICC T20 World Cup match between Sri Lanka and South Africa. The film poignantly captures the emotions of empty nesters during festive seasons. It highlights that simple gestures like a video call can make a world of difference in making parents feel loved and cared for.

The story unfolds with parents video chatting with their son, expressing how much they miss him during Durga Puja. The doorbell rings, and a delivery boy arrives with sweets from their son, mentioning there's a surprise as well. The delivery boy, in a heartwarming gesture, hugs the father, who is overwhelmed with emotion. The parents then reconnect with their son on a video call, filled with laughter and joy as they savor the sweets, feeling connected despite the distance.

Vi’s ‘Be Someone’s We’ campaign is a reminder of the crucial role telecom plays in building and bridging communications. It reinforces Vi’s commitment to help people remain connected.

Commenting on the launch of the campaign, Avneesh Khosla, CMO, Vodafone Idea, said “At Vi, we believe that true connectivity is about technology becoming an enabler of fostering a sense of belonging and togetherness. With this year's ‘Be Someone’s We’ stories we aim to bring attention to the empty nesters, who often face a profound sense of loneliness. We hope to encourage their loved ones to check on the parents, make them feel valued and connected in little ways that go a long way.”

Speaking about the conceptualization of the campaign Rohit Dubey, Executive Creative Director at Ogilvy India said “To build ‘Be Someone’s Vi' further, we took a more narrative-driven approach. While the initial stories were telegraphic, these stories delve deeper into the emotional landscapes of empty nesters. ‘Be Someone’s We’ is a heartfelt plea to society to reach out and bridge the emotional gaps. With this, we hope to evoke empathy, show how Vi’s network can be a lifeline in thriving meaningful relationships”