Kanan Gill, TVF, Raftaar create content to market Vodafone 'U'

Vodafone 'U' includes data packs, subsidised call rates, and access to music.

Digital is the ever-evolving and omnipresent mode of communication available at the disposal of the Indian youth today who want to remain connected on the go, all the time. This has fuelled the growth of innovative and unique digital initiatives from several brands including those in the telecommunications sector.

The mobile telecommunications company Vodafone, too, has rolled out Vodafone 'U', 'a first-of-its-kind lifestyle proposition', targetted at the socially active young generation.

Vodafone 'U' offers a wide range of benefits which can be accessed digitally through the mobile and help youngsters have fun and remain connected socially. Along with its prepaid plans, an all-in-one offer with everything that the youth need, Vodafone U's launch products also include Internet (data quotas), Calls (Special Buddy call rates), Music (access to the Vodafone Music Library to download songs), Experiences, and Lot's more (Exclusive app experience with deals and more). All the features available as a part of Vodafone 'U' can be accessed by downloading the Vodafone app on one's smartphone.

The telecommunications company has kicked off Vodafone U's high impact brand and marketing campaign, with a six-and-a-half minute-long digital video #FunWithU. For this, it has collaborated with Indian stand-up comedian and YouTube content creator Kanan Gill, the online digital entertainment channel The Viral Fever, (popularly known as TVF), and rapper Dilin Nair, better known by his stage name Raftaar. The video shows the trio having fun with the help of all the features included in Vodafone 'U', stuff that college students can use to have fun with their friends.

Commenting on the launch of Vodafone 'U', Sandeep Kataria, director, commercial, Vodafone India, says, "India's 200 million youth are optimistic, vocal, trendsetting and social media-savvy. Brought-up in an ever-connecting world courtesy the mobile revolution, today's youth is extremely comfortable with technology. The mobile phone plays a central role in their lives, both as a command centre, as well as a companion. Vodafone 'U' is designed to facilitate better this unique relationship between the youth and their mobiles in a seamless and enriching way."

Arvind Nevatia, national head, consumer marketing, Vodafone India, adds, "We have combined the best of Vodafone's global experience with deep understanding of India to resonate #FunwithU. On offer is a bundle of benefits that will keep the young patrons of Vodafone 'U' always connected with friends and fun via the world of internet, voice, music, exciting digital offers, and experiences. Fun is always on for the young as their world of interest, residing in their pocket, will be active 24X7."

Vodafone India is a 100 per cent fully-owned subsidiary of the Vodafone Group, with operations across the country. Having commenced operations in 2007, Vodafone claims to be India's largest foreign direct investor. Vodafone Business Services serves the needs of enterprises, as well as the Government by providing total telecommunications (voice and data) solutions across mobility and wireline platforms. M-Pesa, the mobile wallet from Vodafone, is a unique and innovative money transfer service that fosters financial inclusion.