Telecom giant Vi is redefining connectivity with its latest milestone and campaign, ‘Be Someone’s We.’
This initiative emphasizes fostering meaningful connections from any corner of the country, made possible through the company’s robust network expansion efforts.
Vi recently celebrated achieving an extraordinary feat: adding 100 mobile towers every hour as part of its infrastructure rollout across India. This milestone underlines Vi’s commitment to strengthening its network and delivering seamless connectivity, no matter the location.
Following its FPO earlier this year, Vi has rapidly scaled its network, prioritizing both urban centers and remote regions where reliable service has often been a challenge. The ongoing ‘Be Someone’s We’ campaign aligns with this progress, highlighting how Vi’s enhanced coverage allows users to stay connected and support their loved ones, wherever they may be.
Through engaging visuals and relatable stories, the campaign bridges the gap between urban and rural India. With its upgraded network infrastructure, Vi ensures that moments of connection—whether joyful, emotional, or critical—are never out of reach.
Central to the campaign are two short films that beautifully illustrate how connectivity can unite people across different settings. One particularly touching story unfolds in an underground metro, where a young woman celebrates her sister’s birthday virtually. Despite being in a traditionally low-signal environment, Vi’s network ensures a crystal-clear video call, creating a moment of shared joy as fellow passengers join the celebration.
The juxtaposition of these urban scenes with remote settings, such as hilly terrains, further emphasizes the vast reach and reliability of Vi’s enhanced network. Whether it’s underground or on mountaintops, Vi’s 100-tower-per-hour commitment is enabling connections that transcend physical barriers.
Avneesh Khosla, Vi’s Chief Marketing Officer, explains the essence of the campaign: “At its heart, ‘Be Someone’s We’ is about the strength of human connections. Our promise of adding 100 towers every hour reflects our dedication to making these connections possible. We want to ensure people can come together for their loved ones, no matter where they are.”
This sentiment is echoed by Rohit Dubey, Executive Creative Director at Ogilvy, the agency behind the campaign. Dubey shared, “The idea of connecting people, even in the most challenging environments, had to blend seamlessly with the message of heartfelt moments. The campaign reflects Vi’s commitment to providing a reliable network that brings people closer.”
The campaign launched during the ongoing Border-Gavaskar Trophy Test series, leveraging the cricket season’s popularity to reach millions of viewers. By combining the emotional power of storytelling with real-world demonstrations of its network capabilities, Vi has reinforced its position as a telecom provider that prioritizes people’s ability to connect and share experiences.
With its ‘Be Someone’s We’ initiative, Vi goes beyond promises to deliver tangible results, proving that connectivity is not just about technology—it’s about enabling human connection in every possible way