Vi’s ‘Be Someone’s We’ Campaign, Inspiring Connection And Togetherness In A Digitally Connected, Yet Lonely World

Vi, one of India’s leading telecom providers, has unveiled a heartwarming campaign called ‘Be Someone’s We’, aimed at promoting inclusivity and combating the loneliness that often accompanies our digital age. The campaign emphasizes how digital connectivity can significantly enhance emotional well-being, urging individuals to engage in simple yet meaningful gestures—like sending a message or making a call—to help others feel loved and less isolated. Vi’s goal is to position itself as a trusted partner in fostering genuine human connections and uplifting the spirits of its young, digitally connected audience. Developed in collaboration with Ogilvy India, the campaign features real-life-inspired stories showing how technology can bridge emotional gaps and fight loneliness.

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Avneesh Khosla, Chief Marketing Officer of Vodafone Idea, shared his thoughts on the relevance of the campaign, stating that Loneliness is increasingly affecting young people in India, and as a brand centered on connectivity, it feels a deep sense of responsibility to tackle this issue. ‘Be Someone’s We’ is a reflection of our philosophy of inclusivity, helping make the world feel a little less lonely.”

In one of the campaign’s films, ‘Daandiya’, we meet a boy watching his college friends’ practice for a Dandiya festival, feeling left out and disconnected. Just when he begins to withdraw, a video call from one of his classmates breaks the silence, calling, “Bhai… Dandiya dekhte hi rahega ya fir seekhne bhi aaega?” (Bro, are you just going to watch or come join us?). The invitation sparks a smile, and the boy eagerly joins in, feeling welcomed and included.

Watch the campaign here:

The second film, ‘Kheer’, tells the story of a new employee feeling nervous and out of place as she searches for a seat in a crowded cafeteria. She finds a lonely spot but is soon sent a message that reads, “Hey! Yummy Kheer here… join us?” Looking up, she sees a colleague waving and inviting her to join the group. Grateful and relieved, she smiles and sits down to a warm welcome from her new friends.

Through these relatable stories, Vi demonstrates how even the smallest acts of connection can bring people together, helping them feel less lonely and more valued.

The year of this campaign: 2023.

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