Vodafone India has launched the Vodafone 121 television campaign.

This has been introduced to promote Vodafone India's new offering 121, an interactive voice response (IVR)-based service. 121 enables the customer to choose the best offer available on the basis of their usage pattern. 121 allow customers to choose offers across product types including local and STD calls, SMS, value added services and data.

As a service, 121 is targeted at users in B and C circles, since these segments are more price conscious and have a better affinity to IVR based services.

The campaign has been conceptualised by Ogilvy & Mather, Mumbai and will be telecast for six weeks. The campaign will be supported by a 360 degree media plan comprising TV, radio, print, outdoor, on-ground and a digital and online plan.