MUMBAI: Taking the ante of its content offering to the next level, Vodafone, one of India’s leading telecommunications service providers, has roped in Chak De India fame Chitrashi Rawat to promote Vodafone Play. Vodafone Play, the content App of Vodafone India is the one-stop destination for live TV shows, latest movies or music, is home to 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 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.

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 Chitrashi Rawat of Chak De India fame, 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, 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 innovative communication created especially for digital, a major medium for the target group for the content app users.

Vodafone India EVP 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."