Vi revives the ‘Be Someone’s We’ campaign

Vi has launched the second instalment of its "Be Someone's We" campaign, this time focusing on combatting loneliness among empty nesters.

Conceptualised by Ogilvy, the campaign kicked off with its first film during the ICC T20 World Cup match between Sri Lanka and South Africa. Titled “Durga Puja,” the film draws inspiration from the feelings of empty nesters who often experience loneliness during the festive season. It demonstrates that even small actions, like a quick video call, can make parents feel loved, closer, and cared for.

Meanwhile, many parts of northern India have been experiencing record-breaking temperatures, reaching as high as 53 degrees in some areas. The Indian Meteorological Department (IMD) predicts that the heatwave will continue for the next few days.

Vi’s “Be Someone’s We” campaign highlights the crucial role telecom plays in building and bridging communications, reinforcing Vi’s commitment to helping people stay connected.

Avneesh Khosla, CMO of Vodafone Idea, commented on the campaign launch, saying, “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 their parents, making them feel valued and connected in little ways that go a long way.”

Rohit Dubey, Executive Creative Director at Ogilvy India, spoke about the campaign’s conceptualization: “To build on ‘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 and show how Vi’s network can be a lifeline in fostering meaningful relationships.”