Campaign conceptualized by Ogilvy India and launched across TV, OTT, radio, and digital platforms
Telecom operator Vi (Vodafone Idea) has announced the installation of over 1,00,000 new towers across India in the first half of FY25, reinforcing its commitment to strengthening connectivity nationwide. To spotlight this milestone, Vi has launched a fresh, creative campaign featuring animated characters called “The Netties.”
Conceptualized by Ogilvy India, the campaign brings a fun twist to the brand’s network narrative. The Netties – animated avatars modeled after mobile towers – are portrayed as a high-energy cricket team, symbolizing Vi’s powerful, agile, and expanding network. Riding the IPL wave, the campaign draws a parallel between Vi’s network and a cricket team that never drops the ball – or the signal.
Vi has also expanded its 5G footprint, now live in Mumbai, Chandigarh, and Patna, with upcoming launches in Delhi and Bangalore. Additionally, the company has enhanced its 4G coverage across multiple frequency bands (900 MHz, 1800 MHz, 2100 MHz, and 2300 MHz), now reaching 1.07 billion people nationwide.
Commenting on the launch, Avneesh Khosla, Chief Marketing Officer at Vi, said:
“This expansion isn’t just about scale – it’s about strategic, smart deployment. We’re focusing on high-traffic areas, efficient spectrum use, and providing a high-quality indoor experience. The addition of 1 lakh towers in six months is a testament to our drive for consistent, high-performance connectivity.”
Rohit Dubey, Sr. Executive Creative Director at Ogilvy, added:
“Our goal was to turn a technical achievement into an emotionally engaging story. By animating telecom towers into a cricket team, we celebrate Vi’s network strength in a joyful, relatable way. One lakh new towers, one unbeatable team.”
The campaign is being rolled out as a 360-degree media initiative, spanning TV, OTT platforms, radio, social media, and YouTube, ensuring wide reach and high visibility.
