Mumbai: Vi has launched a campaign to highlight its network engineers' efforts to make "the best network even better" in order to reinforce its commitment to providing a superior network experience to its customers. The eight-week long campaign #BestIsGettingBetter, themed as ‘Best ho raha hai aur bhi Behtar’, went live over the weekend.

Conceptualised by Ogilvy Mumbai, The high-visibility 360-degree campaign illustrates Vi’s continued commitment towards enabling customers to excel and will be seen across diverse media including TV, OOH and digital.

The brand campaign comprises a series of three quirky TVCs which showcase the continuous effort of network engineers in providing the customers the best network experience with Vi GIGAnet—India’s fastest 4G network.

The first TVC focuses on two boys who wonder what the network engineers are up to even after becoming the fastest 4G in India.

The other two TVCs will be launched in the course of the campaign.

Commenting on the campaign, Vi chief marketing officer Avneesh Khosla said, "Vi has consistently topped the network quality parameters and speed rating charts of several independent network testing agencies. The latest validation from Opensignal is an endorsement of our efforts to constantly work towards enhancing the customer experience through superior network performance. Our new campaign is a celebration of the critical role of our Network Heroes, who tirelessly work in all conditions to improve network performance on a continuous basis, helping Vi users to do more and thrive in the digital world."

Adding to this, Ogilvy Mumbai ECD Rohit Dubey said, "Announcers are a balancing act, a sweet spot between chest thumping and humility, with a bit of ‘ok...so what?’ closure. And that’s what the crafting challenge was when Vi achieved "India’s fastest 4G" claim. I was watching an athlete’s Insta-feed and noticed the gap between his Olympic gold and the next practise session. There was a seed of thought—after achieving something, even the "best" take a bit of rest, and bask in the moment’s glory. What if our network engineers are cut from a different cloth? And they don’t? Taking a leap from there, we crafted these moments between our Vi network engineers, as they go about making India’s fastest 4G, even better."