Vodacom’s Value Radio campaign cleverly parodies the popular South African reality show “I Blew It”, which documents real people who received large sums of money and lost it all due to poor decisions. In true Mzansi style, this radio parody mirrors how easily we waste valuable resources with endless streaming, mindless scrolling, or chatting until airtime and data run dry.

But unlike the real show, Vodacom saves the day with “iData Engapheli” and “iAirtime Engapheli (Unlimited Voice Calls and data) that gives consumers real value. It’s a deeply rooted local campaign that turns regret into relief, delivering local stories with a happy ending and a twist.