Re - Branding

Re - Vamping Brands To Woo Customers

Is Now
 Why Brand Transition?
Vodafone Need

• Vodafone planned to expand into the Asian markets .

• India the 2nd largest market for mobile , growing at the rate of 6 six million
subscribers per month

Hutch Wanted to sell

• Hutch - Essar mutual distrust

Vodafone In India

 Cellular Operator in India that covers 23 telecom circles in India.

 Official name being Vodafone Essar ,its products are branded as Vodafone.

 It offers both prepaid and postpaid GSM cellular phone coverage throughout India
with a good presence in the metros.

 2nd largest mobile phone operator in terms of revenue behind Bharti Airtel.

 Third largest in terms of customers base.

 Campaign Highlights

• Change is Good … “Hutch is Now Vodafone”

• Use of the standard mnemonic pug to import brand values of Hutch into
Vodafone.

• Network roadblock strategy on Star Network in 2007 when Hutch changed to

Vodafone.

• Spots buys on Sony.

 Campaign Strategy

• O&M had created a mix of a 60 sec TVC , along with 10 sec and five-second
films, which were interspersed and showed on various channels

• Advertising across 13 channels in five languages (Hindi, Tamil, Bengali, Marathi

and English) from 9 a.m. – 9 p.m. from 20th – 21st September.

• The exercise included TV commercials, transition bumpers and contest spots to

promote brand Vodafone.

• Largest brand transition in India.

• Painted the town (Mumbai) red with huge hoardings at major locations.
 Contd…

• The launch was the most talked about event in Indian media, with over 450 articles.

• Ogilvy Action put up over 20,000 high-visibility outdoor sites overnight, using over 2
million square feet of vinyl.

• The campaign penetrated in social networking sites also.

• Retaining Celebrity Irfan Khan and Pug inherited from Hutch

• Vodafone's logo is a representation of that belief - The start of a new conversation a

trigger, a catalyst, a mark of true pioneering
Key Strategies

• The campaign touch points included over 3,000 different elements. Since
At every interaction point with the consumer, the brand required a new
look in line with the new brand promise.

• The launch campaign, one-on-one communication with existing customers and

customer touch-point elements were developed by Ogilvy and Ogilvy One.

• Best brand-launches the country has ever seen and has been the benchmark for all
forth coming launches for Vodafone.
 Promotion

• Promotion with icons such as Zoo-zoos & Pug to communicate its brand values.
• Purchased properties during IPL II season on Set Max.

ATL
• Advertising on TV, on billboards, in magazines and in other media outlets reaches
large audiences and spreads the brand image and the message very effectively.

BTL
• Stores have special offers, promotions and point of sale posters to attract those inside
the stores to buy.

• Vodafone's stores, its products and its staff all project the brand image.

• Vodafone actively develops good public relations by sending press releases to national
newspapers and magazines to explain new products and ideas.
 Key players in Telecom market in India

• BSNL
• Airtel
• Vodafone
• Idea
• Reliance
• Tata Indicom
• Aircel
• Spice
• MTNL
 Brand Positioning

• “where you go our network follows you”

• Hutch , as a brand, always tried to connect with consumers in

simple, honest and real manner, while Vodafone is more
young and fun brand.
 Targeting Strategy

• Vodafone adopts a multi-segment approach by offering a

series of differentiated products to their respective markets.
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Print Ad
Regards,