The new campaign by Ogilvy and Mather for Vodafone’s BlackBerry service busts the myth that BlackBerry connections are only for the “office guys”. The ad underlines the fact that everyone—from young professionals to college students—could chat, send emails, etc., on a BlackBerry for as little as Rs. 15 per day.

Having created quite a buzz already, the television commercial, designed by Vodafone's long trusted creative partner Ogilvy India, passes the message very figuratively.

The film begins with five men dressed in formal attire - singing about how special they are, being BlackBerry users or 'the BlackBerry Boys'. The group, much to its chagrin, is gradually joined by a whole bunch of youngsters singing the same song, saying how they all do the same fun thing and stay connected socially while they are on the move.

The campaign objective is to broaden BlackBerry’s user base. While it does a great job of seeding the thought that the BlackBerry is not a stuffy phone for stuffy corporate types to do stuffy official things, the fact remains BlackBerry’s user interface, apps, etc., are not quite as cool as the other smartphones.

The creative team at Ogilvy includes creative directors Rajesh Mani and Mehul Patil. The TVC has been directed by Prakash Varma of Nirvana Films.

Besides the implied message, the campaign pushes Vodafone's BlackBerry service plans for its prepaid customers in India at pocket friendly prices.

The television campaign will be supported by print and outdoor promotions.