Vodafone Bazaar connects with masses for economic deals

As an experimental initiative by Vodafone Delhi to reach out to its existing and prospective pre-paid customer base, targeting the lower echelon of Delhi's population, Vodafone launched a unique campaign called Vodafone Bazaar. The campaign expressed its acknowledgment by rewarding the customers with household items along with offering some economic telecom deals.

The name of the activity'Vodafone Bazaar' brings in the element of a marketplace beyond just telecom services and products, and associated activities and provision of household goods helped Vodafone establish a deeper connect with the audiences.  The campaign also helped Vodafone Delhi showcase their key offerings including the M-Pesa, *121# offers, Double Validity and Double Data, All in One offers, etc.
 
Executed at lower middle class neighbourhoods like Najafgarh, Loni (Ghaziabad) and Nathupura & South City 1(Gurgaon), sure shot prizes under the Vodafone Bazaar offerings also drew a lot of interest and participation by the locals. The campaign aimed to go closer to the customer by touching upon key elements of customer experience process including educating, enabling, encouraging, engaging, entertaining, and also rewarding the customer in the process.

Talking about this unique initiative, Apoorva Mehrotra, Business Head, Delhi NCR, Vodafone India, said, "At Vodafone, we strive to meet customer needs through innovative products and services. Vodafone Bazaar is one such unique initiative that offers engagement, entertainment, value proposition and rewards to both existing and prospective customers. It is a way of providing the pre-paid segment that is heavily dependent on the paper recharges, the same excitement that they experience at the usual bazaars. It is being promoted locally through van announcements, music, emcee and other engaging activities. We have also created a special tariff Voucher 20 incorporating local talk-time and STD with a validity of 30 days.”

This has been the telecom giant's first of its kind campaigns that ran in the midst of localities of Delhi-NCR targeting the low lying areas such as slums. The campaign was able to make stir in such areas with attractive offers and promotions. "Customers were offered pre-paid charges as low as INR 5 and INR 10, with vouchers that entitled them to be parts of lucky draw. Daily winners were chosen to be rewarded with household ration and condiments. This was the perfect phase to execute such engagement activity as the festive season is upon us, it is the time when migrants who constitute a major part of Delhi population touch base with their near and dear ones to exchange festive wishes. At this time, organising initiatives like these can gain maximum traction for Vodafone as people especially from lower echelon of society are on a look out for affordable talk times offers,” Mehrotra concluded.