Targeting Internet users on the desktop and giving them the incentive to move from time-bound Internet access to unlimited access, Vodafone has rolled out its unlimited mobile internet advertisement.

The advertisement was conceptualised by Ogilvy and Mather (O&M) after an extensive research conducted to get a pulse of the consumer.

According to research, only 40 per cent Internet users check the net on their mobiles, and the rest are active on desktops.

Though consumers are aware of the advantages that mobile Internet offers, and that it is accessible anytime, most are worried about the huge bills.

“Through the unlimited data campaign, we wanted to shift Internet users to Internet on the mobile by addressing their fear of high bills given their high usage. At Rs 199 per month, the idea is to get consumers to enjoy the switch from desktop to mobile,’’' said Rajiv Rao, National Creative Director, Ogilvy and Mather.

Research further indicated that one of the key triggers for Internet usage is entertainment on the net.

Tying in with the key triggers of social networking and entertainment, the key proposition is turned on its head.

The commercial shows a group of young boys exploring the forest only stopping to catch a native dance. They upload the video online through their mobile phone, and soon everyone starts dancing the same way.

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