Ad Campaigns
Vi levels up with one lakh towers and animated cricket squad in IPL-themed campaign
MUMBAI: Riding high on the IPL frenzy, telecom operator Vi has unveiled a new campaign that blends network growth with cricketing flair. The company marked a major milestone, adding over 1,00,000 towers across India in just six months of FY24-25 — a move it says reinforces its commitment to improving both scale and quality of connectivity.
The campaign introduces ‘The Netties’ — a team of animated cricket avatars inspired by mobile towers. Positioned as the “strongest team of the season”, these characters symbolise the agility and strength of Vi’s growing network. The campaign, conceptualised by Ogilvy India, aims to explain a deeply technical upgrade through lighthearted, engaging storytelling.
Vi’s recent strides include the launch of 5G services in Mumbai, Chandigarh and Patna, with Delhi and Bangalore next in line. Simultaneously, the telecom major has expanded its 4G footprint by enhancing capacity across spectrum bands — 900 MHz, 1800 MHz, 2100 MHz, and 2300 MHz — leading to wider indoor and outdoor coverage, faster data speeds, and improved user experiences. The strengthened 4G network now reaches 1.07 billion people.
“Our network expansion is not just about scale, but also smart, strategic deployment,” said Vi CMO Avneesh Khosla. “By focusing on high-traffic areas and optimising spectrum usage, we’re delivering a future-ready, high-performance network”.
The new TVCs aim to entertain while informing. In the first film titled The Catch, one of the Netties leaps outside the stadium to grab a sixer-bound ball, subtly drawing parallels to Vi’s reliability in catching even the weakest of signals. The campaign will roll out across TV, OTT, YouTube, radio, and social media starting 17 May.
“Every Vi campaign should spark joy”, said Ogilvy senior executive creative director Rohit Dubey. “With animation, we turned technical achievements into a cricketing narrative that’s fun, yet impactful”.
The campaign’s playful narrative underscores a serious message: Vi is investing heavily in infrastructure, prioritising quality, and betting big on entertainment-led engagement.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
