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Vodafone dials into Bihar & Jharkhand to promote'1GB Data'

By Nabamita Chatterjee - April 09, 2015

More than 60,000+ sq. feet of OOH space has been used to create buzz and generate interest

Vodafone India recently launched an innovative outdoor campaign to promote its data service where customers can get 1GB data through 121 in Bihar and Jharkhand. Access to internet is an enabler, and with this offer Vodafone intends to empower its customer base in this circle as it has been one of the fastest adopter of mobile internet usage which is aided by proliferation of affordable smart phones, better quality network and introduction of appealing apps.

To create awareness and to build up visibility among the youth, a three-month long OOH campaign was started by the brand from the mid of January 2015.  More than 60,000+ sq. feet of OOH space has been used to create buzz and generate interest. 60+ high impact billboard in strategic locations were taken for promotion.  OOH presence has been created at several important and strategic footfall/traffic zones, covering key arterial roads, major residential areas, CBD, shopping locales, near Vodafone store, bus stand, railway stand, educational institutions, and youth hangouts like fast-food joints. Kinetic executed the entire Vodafone data campaign in Bihar and Jharkhand.  

As the objective of the campaign needed to be innovation driven highlighting the USP of the data plan, 8 innovations simultaneously were done across major cities of Bihar and Jharkhand.  The entire 8 innovations were rolled out in a phased manner over a period of 10 days. Back-lit box cut-out having LED flash effects were created to make the creative elements interesting and unique.

Shamik Chakravarty - Marcom Head, Bihar & Jharkhand, Vodafone India shares, "The consumption of internet and data has undergone tremendous change. Earlier, the mode of consumption was the computer, but with the advent of smartphones internet consumption is on the rise.  The internet, once considered a luxury, is now a daily necessity. Bihar and Jharkhand circle is one of the fastest growing markets where the consumption of data growing rapidly. Vodafone 1GB offer empowers the consumers to be connected as and when they desire at affordable prices. And customers can get this offer by dialling 121 service. OOH has played a key role in amplifying the campaign message at a desired level.

Kinetic India has executed the campaign very well.   And through various innovations this campaign was on the talk of the town which got spread across Bihar and Jharkhand.”

The various outdoor media formats for the campaign include billboards, unipoles, bus shelters, pole kiosks, over head signages, police booth branding, mall branding, lollypops, rickshaw shelter branding, traffic post and traffic crossing branding which all were extensively used to create high visibility and exposure for  the brand in about 40+ towns of Bihar and Jharkhand.

On the campaign, Amit Sarkar, COO, Kinetic India, said, "The objective was to create awareness, build visibility among the youth leading to increased customer base availing 1GB data plan in major towns of Bihar and Jharkhand. Innovation was the key driver of the campaign. We handled the campaign with the clear understanding of client requirements. The judicious mix of the conventional and unconventional media vehicles ensured campaign met its primary objectives. We look forward serve Vodafone to the best of our capabilities in the coming days.”


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