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Vodafone's festive splash

By Nabamita Chatterjee with inputs from Bhawana Anand - November 07, 2013

In a bid to strike a festive chord with its TG, Vodafone went on a major branding splash in Kolkata and Delhi. The brand booked strategic locations in the cities to make a statement and reiterate its positioning. Here's a look.

Telecom service major Vodafone, went big this Durga Puja at Kolkata through out-of-home branding to connect with their TG. To promote the brand's 3G service, Vodafone booked more than 560 sites throughout Kolkata including different locations at strategic crossings, transit junctions and important arterial roads of the city. Vodafone explored all the major outdoor media formats ranging from hoarding, pole kiosks, footbridge, gantry, traffic console, temporary hoardings (specifically for the duration of Durga Puja), backlit pillars, backlit gates, backlit cubes, suburban railway stations, tram branding, airport branding, 10 major Durga Puja Pandals, community pujas and 100 Category A apartment Pujas.

To create high recall value for Vodafone 3G in the city, the brand campaign has been executed by their Outdoor Media Partner Bates Chi & Partners, while the media owners Arun Sign &

Active Enterprise supported them with temporary branding installations. With Kolkata being cluttered with hoardings and banners across all brands during the festive season, Vodafone adapted the concept of corridor branding. The brand identified specific roads / market places /junctions and painted them completely in red with their messages. For reaching out to their potential customers the brand also moved away from the standard 20 ft x 8 ft temporary framed banner to 100 ft x 20 ft banners and backlit box gates and cube pillars which stood out in the clutter.

"At Vodafone, we always endeavour to reach out to the maximum consumer especially during Pujas in Bengal. Outdoor media provided us with opportunity to connect with our valued customers and target audience to extend our wishes and promote our offers. We also ensure to provide the best value to our customers through services and products relevant to their need,” says Anand Sahai, Business Head - Vodafone Bengal. Thus having totally blended with the spirit of festivity, Vodafone 3G has managed to implant itself in the minds of the audience. 

Going beyond Kolkata, the Durga puja hub, and going by their brand philosophy of'One Company and Local Roots', the brand also celebrated Durja Puja extensively in New Delhi this year. The brand has leveraged the occasion by making a strong presence in pandals and by interacting directly with their clients about the special offers. The campaign ran for five days in the city. To achieve proximity to their TG, the brand acquired points like entry gates, performance stages, standees etc for branding. The media planning parameters were designed to build a direct connect with the clients. Brand representatives were also available at the event to interact with the TG and spread more information on the brand. The campaign creative showcased the brand logo and a dancing Bengali lady with a boy and the line'Celebrate sharing with Vodafone 3G' reiterating the brand message while enhancing the festive mood. In addition to this, the brand also had hoarding presence on main arterial roads and high-end traffic areas.

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