Entrepreneurialism Has No Age Limit, Shows Vodafone India

Vodafone India is banking on compelling characters to cut through to audiences with their new campaign. It brings back popular older couple Asha and Bala who have appeared in previous outings for the brand. This time the pair are launching a café – making full use of mobile technology to do so.

The pair are played by award-winning dance duo VP Dhananjayan and Shanta Dhananjayan, a husband-and-wife team who have run their own dance school since 1968 and who describe themselves as ‘inseparable’. They first appeared in 2017 as Asha and Bala in a 2017 ad in which they played out the story of a couple heading to Goa for a second honeymoon.

The confident and caring couple are shown to embrace the entrepreneurial spirit of modern India in this new #LiveMore campaign. The pair’s playful chemistry gives the spots an easy authenticity and their age is not remarked upon at all as they effortlessly explore the possibilities of technology to help them on their venture. 

The campaign captures a growing sense of confidence and adventurousness in the country in all age groups, says Ogilvy ECD Kiran Antony. “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.”

Kavita Nair, chief digital transformation and brand officer, Vodafone Idea, 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.”