The ad for Vodafone Blue seems to be creating a buzz with most praising its production values. No doubt, it’s a slick, well-executed film but I couldn’t help thinking if there’s a huge disconnect between what the advertising projects and what the product actually is. Priced at Rs.5000 (approx) it is positioned as the phone for Facebook lovers. At that kind of pricing its likely to attract entry level phone seekers. However, since it is Facebook-centred one can assume that it’s focused more at the youth (out of the 32mn Facebook users in India, 48% are in the 18-24 range). So far so good.
But given the product features – 2.4 inch TFT 256k display, Java OS, lack of 3G support (that one may not be a major issue), one gets a decidedly underwhelmed feeling. And since the target audience seeks maximum value for the limited money at their disposal, they may just find the slew of Android phones at similar pricing or just above a lot more attractive.
While the ad itself is engaging, has world-class production values, it may be a tad elitist for the target audience. And the imagery it conjures up (up market, slick) may be a mismatch with what the product delivers. Also, one just wonders if the volumes will justify such a big investment in the film production. Despite all this, Vodafobe Blue may just turn out to be a big hit given the addiction levels of Facebook users. What say?