MUMBAI: Vodafone Idea Ltd., India’s leading telecommunications service provider, today announced the launch of a new campaign encouraging people to #LiveMore with Vodafone SuperNet 4G – India’s Data Strong Network™. With the #LiveMore campaign, Vodafone brings back familiar faces of the friendly & young at heart couple, Asha and Bala.

The campaign shows the affable elderly couple inaugurating a new restaurant, Asha’s Kitchen and captures the ease with which they use mobile technology and data to fulfil their dreams. It talks about the possibilities that Vodafone SuperNet 4G offers to the customers.

Commenting on the launch of the campaign, Kavita Nair, Chief Digital Transformation and Brand Officer, Vodafone Idea Limited, said, “The new campaign captures #LiveMore moments from the life of an old but young at heart couple who achieve their dream of owning a successful restaurant. Asha and Bala help us in bridging a technology divide and enable our aim of democratising technology. With this campaign, we hope viewers will love this journey of this affable couple and join the Vodafone SuperNet 4G bandwagon to fulfill their dreams.”

The new campaign celebrates the spirit of living life to the fullest and encourages everyone to live their dreams using fast 4G mobile data as an efficient tool. The 360-degree high decibel campaign will be extensively seen across diverse mediums like TV, Print, Digital and OOH during the next few months.

Featuring veteran Bharatanatyam dancers and Padma Bhushan awardees, C.P. Shanta and V.P. Dhananjayan, the campaign has four ads, conceptualised by Vodafone Idea’s creative agency, Ogilvy & Mather India.  One of the ads also feature famous Indian pop and playback singer, Usha Uthup, enjoying a hearty meal at Asha’s Kitchen.

Speaking about the concept behind the new campaign, Kiran Antony, Executive Creative Director, Ogilvy & Mather Advertising Pvt. Ltd, said, “People today, are no longer afraid to step out of their comfort zone and try new things. Through the #LiveMore campaign, we wanted to capture this spirit of new India. The campaign follows Asha and Bala on their newest adventure. Thanks to Vodafone, they are able to laugh, learn and do more, almost instantly, to give wings to their dream.”