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Tag: Vodafone India

  • Vodafone Red caters to these existing and emerging needs of customers, supported with a best-in-class service experience

    Vodafone announces new initiative – Vodafone Red

    By A Correspondent

     

    Vodafone India has announced the launch of Vodafone Red, an all-in-one,integrated, worry-free solution, exclusively for postpaid retail and enterprise customers. With the increasing use of smart phones, mobile internet and apps, customer needs too are rapidly evolving. Vodafone Redcaters to these existing and emerging needs of customers, supported with a best-in-class service experience.

     

    An industry first initiative, Vodafone Redwas developed following extensive research and after gaining deep insights about customer usage and preference. It is a unique and innovative product proposition that goes beyond a conventional tariff plan. Vodafone Redeliminates the need for multiple rentals for voice and data and brings in a new concept of integrated solutions across multiple segments to give worry free connectivity to its customers.

     

    Launching this latest strategic initiative from Vodafone India, Vivek Mathur, Chief Commercial Officer, Vodafone India said, “Vodafone has always been the preferred brand for discerning, postpaid customers. WithVodafone Red,we offer our postpaid customers a new and unique proposition that captures their need for increasing volumes of voice and data through multiple devices across family members. The built in conveniences, loyalty programme, focus on safety & security and a dedicated relationship manager, makesVodafone Redholistic and delightful.”

     

  • Sharing premium TV content to engage with sports fans on Twitter's real-time information network

    ‘Twitter Amplify’ gets a like from starsports.com & Vodafone

    By A Correspondent

     

    Starsports.com, in association with Vodafone India, has announced its participation in the Twitter Amplify program In India. The Twitter Amplify program is developed to tap into the growing social conservations around TV programmes, especially live sports. starsports.com and Vodafone India aim to enrich the live sports experience through social media. Sports fans will be able to experience this product during the current Indian cricket team’s England tour.

     

    The Twitter Amplify program enables broadcasters to publish video to Twitter and then jointly monetize the premium content by creating sponsorship packages. Powered by Promoted Tweets, the program will “amplify” the reach of the video content distributed via the broadcasters’ and sponsors’ Twitter accounts.

     

    For advertisers, Twitter Amplify provides an opportunity to tap into the social conversations on Twitter, especially on mobile devices. It also provides a multi-screen audience engagement strategy essential to satisfying users’ needs to consume content whenever or wherever they want it.

     

    “2014 is a great year for Twitter becoming the social soundtrack for television as 95% of the public social conversation around TV is happening on Twitter today, especially for live sporting events. Broadcasters and brands know that Twitter is a natural TV companion that drives audience tune-in, engagement and affinity,” said Rishi Jaitly, India Market Director, Twitter. “We look forward to working with cutting-edge broadcasters and advertisers, like STAR Sports and Vodafone, who want to tap into a compelling second screen experience We are delighted that cricket fans can now enjoy TV highlights in real-time on Twitter.”

     

    Ajit Mohan, Head of digital business, Star India, said: “We have built starsports.com as the most compelling destination for fans in India to follow sports on a mobile screen and the best platform for advertisers to reach an attractive audience on digital. This program is a new innovation for us to understand the possibilities of being present when the conversations are happening on Twitter.”

     

    Vivek Mathur, Chief Commercial Officer, Vodafone India, said, “As a brand we are always looking at innovative ways of driving brand engagement and conversations on social media. Cricket (and sports in general) is one of our identified passion points and one with which Vodafone has a huge association. We are very excited to be the pioneers in launching a new social innovation in India centered around Twitter and cricket.”

     

  • The brief given to Ogilvy was to bring alive the two key propositions of everybody wins and higher recharge

    Everybody wins with Vodafone’s new offer

    Ogilvy India has unveiled a new campaign for Vodafone India – a nationwide promotional activity where every customer is assured of a win. ‘Everybody Wins with Vodafone’ campaign was unveiled a few days ago with the objective to drive awareness on the two propositions on the prepaid voice promo offer.

     

    The brief given to Ogilvy was to bring alive the two key propositions of everybody wins and higher recharge – bigger prize so as to establish that Vodafone offers more (extra benefits) for every recharge. The key consideration while delivering the campaign was to ensure a big announcement feel as the shelf life of promotions in low so customer reach has to be ramped up quickly.

     

    In the first television commercial, a boxing match knockout moment is followed by the referee announcing the winner, raising his arm. But the winner repeats the same with someone else and the chain follows all around the spectators until it finally comes back to the losing guy. Thus demonstrating that there are no losers and in fact everybody is a winner. Much like Vodafone recharge, where anyone who recharges is sure to win.

     

    The second TVC explains further how higher amount recharges will get you bigger prizes. It is established over a local weightlifting championship. One contestant lifts weights and is applauded for his feat. Next contender repeats the task, but with a bigger weights. Both of them stand as winners, posing with their respective trophies, showing how a bigger feat has fetched a bigger trophy.

     

    Both the promo propositions are embedded in very simple stories such to drive message delivery. The campaign will be supported with a 360 campaign across mediums like TV, Print, OOH and Digital.

     

  • Vodafone has deployed four 'Vodafone Mobile Buses' that will travel with the Warkaris all through their journey to Pandharpur to help them remain connected

    Vodafone announces unique initiative for Warkaris

    By A Correspondent

     

    Vodafone India has announced a unique initiative to joinlakhs of pilgrims undertaking the annual padayatra to Pandharpur. Starting from Pune, Vodafone has deployed four’Vodafone Mobile Buses’ that will travel with the Warkaris all through their journey to Pandharpur to help them remain connected.

     

    The ‘Vodafone Mobile Buses’are equipped with free calling facility, mobile phone charging points and recharge vouchers at market price. In addition to these services, the buses will haveM-Pesa money transfer service, which will enable Warkaris to transfer money and recharge their prepaid numbers irrespective of the service provider. The objective of the initiative is to empowerWarkaris stayin touch with their loved ones throughout the duration of their arduous trek. Warkaris will be able to make use of the facilities at all halting points of the Palkhi between Pune to Pandharpur.

     

    Speaking about the initiative Ishmeet Singh, Business Head – Maharashtra & Goa, Vodafone India said,”At Vodafone, we like to stay closely aligned with customer requirements and constantly work to add value for our customers. With the ‘Vodafone Mobile Buses’initiative, we aim to help Warkaris remain connected with their family and friends. The Warkaris can depend upon Vodafone’s reliable network to help them keep connected throughout thejourney. We hope that this initiative will help in enhancing the spiritual experience of the Warkaris.”

     

  • What IPL advertising badly needs is another shot of ZooZoo-like creative by many more brands

    Why hasn’t IPL blossomed into a marquee opportunity for creative agencies?

    By Shephali Bhatt

     

    One is a three-hour long football match; the other is a game of cricket played between various teams over a period of 45 days. One is a 48-year-old event, the other will conclude its seventh year in a couple of days. There’s absolutely no comparison between the US’ National Football League aka Super Bowl and controversy’s favourite child IPL (Indian Premier League).

     

    Yet, at some level, IPL is India’s answer to American Super Bowl. Purely basis the level of popularity that a single sport can enjoy in a country as diverse as theirs and ours. For marketers, these are two games that give them the golden chance of reaching out to a whole nation at once. Now would be a good time to throw in some numbers: Super Bowl XLVII had garnered 108 million viewers last year whereas IPL 6 registered 100 million viewers. This year, Super Bowl XLVIII was viewed by 112 million people on TV. Those figures are a strong testimony of why a 30-second spot for the game aired on 2 February was priced at $4 million. IPL and Super Bowl mirror each other in another aspect – there are natural breaks between the game, allowing marketers to sneak in their message. And that makes advertising around the two games supremely significant.

     

    There’s hardly any Super Bowl viewer who wouldn’t smile at the sight of a Budweiser Clydesdale or not get gooseflesh after watching Clint Eastwood in Chrysler’s ‘It’s halftime in America.’ Super Bowl ads are looked forward to as much as the game itself, if not more. Even the digital natives of our land keep scouting for Super Bowl ads during the first week of February. Why then have Indian advertisers not been able to create a similar buzz for advertising around IPL. The first year of IPL witnessed the birth of ZooZoos, a character Vodafone created specifically for the game. Post ZooZoos, one hasn’t seen any brand going an extra mile to produce an iconic piece of communication solely for an IPL season. It’s not that the ROI is weak, the numbers are for everyone to see. To add to that, IPL is one sport event that makes for family viewing.

     

    “People still remember the Max New York Life ad we released during IPL-1 (the one where a wife enters her house frantically looking for her husband Sanju, only to find him lying on a recliner in the balcony and assuming he’s dead). I don’t think it would’ve had this huge an impact on the audience had it not been released during IPL,” recounts Satbir Singh, CCO and managing partner of Havas Worldwide (India), the then agency for Max Life.

     

    What’s amiss is perhaps the euphoria among the advertisers and agencies to use this event as an opportunity to showcase their best. Time is not really a hindrance here as opposed to the regular assignments. “The slots are booked 6-7 months in advance so the agencies have enough time at hand to create outstanding ads,” states Rohit Gupta, president of MSM (Set Max and Sony Six are official broadcast partners for IPL). One thing that Stuart Elliott, ad columnist with The New York Times, observed during Super Bowl this year was that brands were releasing their ads online, days before the game. Good way of creating build up rather than keeping the suspense like the previous years. As a result, the social mentions had a marked rise – multiple Facebook shares and Twitter allowed the hashtags to thrive a lot longer than two hours post the game.

     

    Maybe there’s a lesson for Indian advertisers who fail to release their ads in time even when they have a full 45 days to leverage on. “Brands releasing their ads when IPL is 15 days into the game has become a norm now. Delay doesn’t do anyone any good,” T Gangadhar, MD of MEC India points out.

     

    To keep the creative fresh and unique year-on- year is a challenge, says Ronita Mitra, SVP – brand communication and insights at Vodafone India. Yet they’ve been trying to do distinctive activities on-ground which includes enabling people to nominate their fan friends and give them a chance to meet the winning captain. What would make a brand stand apart though is not offers, for there will be a dozen other brands doing the same. What IPL advertising badly needs is another shot of ZooZoo-like creative by many more brands. If IPL is India’s answer to Super Bowl, it’s only fair that advertising around it match up.

     

    Source:The Economic Times

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