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‘Chak De’ girl Chitrashi Rawat to promote Vodafone Play

MUMBAI: Telecom service provider Vodafone has roped in ‘Chak De India’ fame Chitrashi Rawat to promote Vodafone Play.

Vodafone Play, the content App of Vodafone India, is a destination for live TV shows, latest movies or music. It offers over 14000 movies and more than 140 live TV channels.

Video content has emerged as a major driver of time spent on mobile as well as mobile data consumption. Beginning in the first week of March, Vodafone is launching an ATL campaign on television and digital media to create awareness and relevance for Vodafone Play, a complete on-demand mobile entertainment destination.

Vodafone said that its studies found that content apps are most often streamed when people have time to kill, during their commute or waiting for something. The TV commercial featuring the vivacious Rawat borrows this insight and is set in a relatable situation with a traditional touch.

The last to get mehendi applied to her hands, she can’t join the wedding celebrations till it dries; she is rendered bored and companionless because of the henna. But with Vodafone Play, she discovers that she can fill her down time with fun and excitement. With the swipe of a finger, she can access latest movies, endless music and live TV, not just to entertain herself but also learn all the latest grooves and moves from dance numbers and make sure she shines at the sangeet.

The month-long campaign is supported with communication created for digital, a major medium for the target group for the content app users.

Vodafone India executive VP marketing Siddharth Banerjee said, “Multiple content apps provide movies, music and snack-sized videos, but consumers still toggle between different apps for different kinds of content. Vodafone Play fulfills this need gap and offers a complete on-demand mobile destination for our customers. The campaign highlights this unique position of Vodafone Play and we are glad to have the Chitrashi Rawat in her first TV ad to communicate our App – Vodafone Play to our customers.”