Vodafone has will return to its #LookUp campaign to mark Friendship's Day having previously used it on Valentine's Day earlier and then extended it to Father's Day.
The campaign, conceptualized by Ogilvy India, aims to discourage people from phubbing, the term used to describe the habit of snubbing someone in favour of a mobile phone.
According to a recent study by Kantar, IMRB and MMA , people in India spend about 3 hours a day on the phone.
Siddharth Banerjee, EVP - marketing, Vodafone India said, "India is one of the fastest growing Data markets today, and more and more conversations happen online on social media. The #LookUp campaign has struck a chord among millions of Indians - with over 50 Million Video Views, 80,000 conversations, almost 260,000 people engaged & industry best Video View Completion rates, the #LookUp movement in only growing from strength to strength, and continues to inspire the youth & grow brand love for Vodafone.”
Hirol Gandhi, EVP Ogilvy India commented, "Relationships have moved from being warm and personal to being online and distant. While one can argue that the internet brings the world together, it is also making people grow more apart. As a brand which is a partner to one's relationships, we wanted to take a relevant stand against Phubbing and ask the youth to indulge in real conversations with each other."