VODAFONE’S BRAND

DRIVERS

Presented To: Presented By:

Prof. Meeta Munshi Akanksha Agrawal
Kalgi Pandya
Nikita Patel
Aashka Shah
Tanvi Nahar
 VODAFONE
• Vodafone is the world’s leading international mobile
communications company.

• Vodafone- is a multinational mobile phone operator with

headquarters in the United Kingdom.

• It presently has operations in 25 countries across 5 continents

and 40 partner networks with over 200 million customers
worldwide.

• Vodafone has partnered with the Essar Group as its principal

joint venture partner for the Indian market.
Continued
• Vodafone Essar was launched in India on 21st September
2007.

• Vodafone was welcomed in India with the “Hutch is now

Vodafone” campaign.

• This brand unveiled nationally through a high profile

campaign covering all important media

• The transition from Hutch to Vodafone is probably the largest

brand change ever undertaken in this country and arguably as
big as any in the world.
 MISSION
• The Vodafone mission is to be the communications
leader in an increasingly connected world – enriching
customers’ lives, helping individuals, businesses and
communities be more connected by delivering their
total communication needs.
 Name
• Its name is made up of
• VOice
• DAta
• TeleFONE.

• VODAFONE
Brand elements-logo

• Vodafone introduced its Speechmark logo, as it is a quotation

mark in a circle; the O’s in the Vodafone logotype are opening
and closing quotation marks which represents communication.

• The bright red speech mark logo of Vodafone represents high

energy, dynamism and young vitality and so they put in
elements such as a more energetic tune and feel to the ads.
Continued

• logo had something to do with the number “6” which

represents the devil and the red colour strengthens the
case even more.

• Red: For the passion and spirit.

Rock Solid: dependable and empathetic
Restless: always challenging to improve and being
funny.
Ambassador

• The PUG which was brand ambassador of hutch was again chosen
as the brand ambassador for promoting Vodafone in India.

• ZooZoo, the new brand ambassador of Vodafone, has created a

furore in the advertising industry.

• Zoozoos have been successful in giving Vodafone a makeover and

establishing maximum brand presence
Continued

• Vodafone chose the Indian Premier League 2 (IPL-2) as a

platform to launch their advertisement, which proved to be a
great marketing strategy.

• Cricket is considered to be a religion in India, and Zoozooz

captured attention of nearly two billion people during the IPL.
People eagerly waited for breaks between matches to see more
stories about Zoozoo.
Jingle
• And the same jingle “you and I” was used to make people feel
that Vodafone is that same hutch which they have used for so
long.

• But in the ads of Vodafone the same jingle sounded more

cheerful and energetic.

• This was to show and carry forward their strategy of being

power full and energetic.
Slogans

• The previous slogan of hutch with the pug following the child
wherever he goes was ‘Where ever you go, our network
follows,’

• With Hutchison Essar becoming part of the Vodafone Group,

the new campaign had started with Vodafone

• In the advertisement, the pug sees a new home when it returns

after an outing and feels the change is better.

• The new catch phrase will be ‘Make the most of now.’

 Ads
• Thematic ad showing the trademark pug in a garden,
moving out of a pink colored kennel which
symbolized Hutch making his way into a red one that
is the Vodafone color.

• A more energetic, chirpier version of the ‘You and I’

tune associated with Hutch was played towards the
end, and it concludes with ‘Change is good. Hutch is
now Vodafone’.
 Marketing activities

•Vodafone has given birth to the Zoozoo: a special character created

specifically to convey a value added service (VAS) offering in each
of the newly released commercials.

•Vodafone has come with creative advertising campaign for its

various plans.

•This strategy has captured the imagination of millions.

•The strategy is a buzz that lives up to the brand image of great

creative and clever marketing.
 Value added service
• Entertainment
• Devotional
• Spiritual
• Sport
• News & Updates
• Tunes & downloads
• Call Management Services
• Astrology
• Finance
• Travel
• Mail, messaging & more
• Dial in Services
• Bill Info
• Miscellaneous
Continued

• This has helped the company to raise not only its profits
through sales but has also tremendously
increased its brand value.
• Zoo zoos have become so popular that Vodafone has
succeeded in its effort of viral or buzz marketing.
• Their add campaign has gained so much popularity all over
the world.
• The viewership for the add is highest among all the adds.
Endorsement

• Aristotle’s quote on anger, “Any brand can get

a celebrity. That is easy. But getting a celebrity
consistent with the right brand, to the right
degree, at the right time, for the right purpose
and in the right way... that is not easy.”
 Pug & celebrity

• Pug’ was the mascot for Vodafone IPL 2008 had

Vodafone going in Pug for its ‘Happy to Help’ service
• Vodafone has also been doing commercials with the
actor Irfan Khan for the value-for-money products.
• The company has been using Khan in such
commercials for the past four years and the pug for
the past six years now.
Zoo zoos

• Zoozoo: The new brand 'endorser' for Vodafone

• Some find them akin to aliens; others insist they are animated
cartoon characters, while a third bunch doesn’t quite know what
to make of it

• In 2008, Vodafone had unveiled the ‘Happy to Help’ series

during the first season of the Indian Premier League (IPL).

• With the launch of the second season, Vodafone has given birth
to the Zoozoo: a special character created specifically to convey
a value added service (VAS) offering in each of the newly
released commercials.
 Why zoo zoo
• Characteristics each lends to ZooZoos: :
• Characteristics each lends to ZooZoos: Cute, Quirky, Cuddly, Alien
Species, Humanlike, Harmless, Kiddish Archetype: Child
Humourous, Not complicated, Full of life, Simple, Approachable,
Adorable

• What do these characteristics convey? :

• Invokes pleasant memories
• cool to talk about
• Does not produce bias
• or any kind of class, creed, religion.
Parrot

• Vodafone has changed its Strategy and has

introduced a VERY talkative Parrot in its recent TV
ad to promote Rs. 4 Bonus Card.
• The 40 second Video Featured one and only by a
Green Parrot, talks Continuously through out the ad
arguing that you cannot get anything in 4 Rupees.
 Conclusion
• Company associates itself with many brand
drivers to make its brand reach and target to
the minds of customers.
• This is very difficult but Vodafone has very
successfully done it with out spending much
on celebrities.
Continued
• Every thing of Vodafone be it
• Jingle
• Logo
• Color
• Ambassador
• Endorsers
• Or marketing activities
say that they have power, energy, exuberance in
them.