Vi launched its new campaign – ‘Be Someone’s We’.

The campaign is designed to deliver a message of supporting one another through both good and challenging times, even with the smallest of actions.

It draws inspiration from everyday life scenarios to illustrate how a network can serve as a bridge for forming human/social bonds, promoting inclusivity and fostering a sense of togetherness, said the company statement.

Avneesh Khosla, CMO, Vodafone Idea, said, “Loneliness is a growing concern in India, especially amongst the youth. We believe as a brand designed to aid connectivity, we have a strong role to play in addressing this concern. Our new campaign ‘Be Someone’s We’ is designed to reflect our philosophy of inclusivity, helping the world become less lonely.”

Conceptualised by Ogilvy India, the campaign comprises of different slice of life stories that focus on situations that may make us feel left out or lonely. The commercials also use the song ‘Akele Akele Kahaan ja rahe ho’ in a new and interesting way to tell the story.

This film titled ‘ Dandiya’ shows a boy feeling a bit left out, watching his college mates practicing Dandiya for a fest. Suddenly, he gets a video call as one of the students practicing Dandiya calling him “Bhai…Dandiya dekhte hi rahega ya fir seekh ne bhi aaega?” inviting him to join. The boy smiles and joins them, with the feeling of being included.

The film titled ‘Kheer’ shows a new joinee, tad nervous and lost trying to find a seat for herself in a crowded cafeteria. She finds an empty seat in a corner. Shortly, she receives a message “Hey! yummy Kheer here… join us?”. Through the crowd she sees a girl waving at her with a lunchbox. She smiles and joins a bunch of colleagues as they welcome her and make space for her.

Harshad Rajadhyaksha and Kainaz Karmakar, CCOs, Ogilvy, said “Loneliness is one of the biggest silent killers of our time. The campaign shows how a simple phone call, a text or a connection in any way, can change how another person is feeling. Each story of the campaign addresses a different aspect of loneliness – from the first day at work to being a student in a city you don’t belong to. Rohit Dubey, who heads creative for Vi at Ogilvy has crafted the stories and Amit Sharma from Chrome films has brought them to life. Here’s wishing “Humari duniya mein akelepan ki koi jagah na ho”