Vodafone Essar in India is a subsidiary of Vodafone Group Plc and commenced operations in 1994 when its predecessor Hutchison Telecom acquired the cellular license for Mumbai.Vodafone Essar now has operations in 16 circles covering 86% of India's mobile customer base, with over 34.1 million customers.Vodafone Essar, under the Hutch brand, has been named the• Most Respected Telecom Company• Best Mobile Service in the Country• Most Creative and Most Effective Advertiser of the year.

Vodafone is the world’s leading international mobile communications company. It now has operations in 25 countries across 5 continents and 40 partners networks with over 200 million customers worldwide.

Vodafone has partnered with the Essar Group as its principal joint venture partner for the Indian market.

Vodafone across India had launched their brand on 21st September 2007.

PositioningPositioning “Where you go the network follows you”Hutch, as a brand, always tried to connect with

consumers in a simple, honest and real manner, while Vodafone is a more young and fun brand. So consumers will see a shift reflecting a more vibrant brand.”

The Pug and the actor Irfan Khan will be retained for the brand promotions.

They talk about the exclusivity of the network and the services they are offering to the consumers.

GrowthGrowth

Vodafone India posted £ 674million revenue up to third quarter, hiked by 37.3% to the previous year.

Customer base widened by 60.9 million customers.

10,000 Base stations more spreaded.Vodafone India’s share in the mobile

phone operator market rose to 18 percent.

CompetitiveCompetitive AnalysisAnalysisVodafone has veered

towards warmth and emotions.

Vodafone uses the powerful visual aspect of advertisement like ZOOZOO & emotional aspect of dog.

They are targeting middle class persons as well the elite as their target audience.

Airtel is focused on functionality & efficiency.

Airtel chooses to use music for advertisement.

Elite Customers.

Upward Professionals

Entrepreneurs

CommunicationCommunication StrategyStrategy Communication Objectives:-Building Product category/wants.Creating Brand Awareness.Enhancing the consumers attitude towards the product

which will influence them to by more.

What response must be covered by people?Vodafone should be in the top of the mind of the

consumers. Increase the sales to achieve the target.Building relationship with the consumer.

Big Opportunity?Big Opportunity? There is a big untapped rural market.

So it is the opportunity in front of Vodafone to capture it.

How would we grab it?How would we grab it?

By Fruitful usage of:-Print MediaAdvertising Outdoor Advertising

GSM SUBSCRIBER BASE JULY GSM SUBSCRIBER BASE JULY 20092009

Operators Subscribers Market%

Bharti Airtel 105,177,635 32.29%

Vodafone Essar 78,680,291 24.16%

BSNL 50,700,367 15.57%

IDEA Cellular 48,516,824 14.90%

Aircel 23,080,079 7.09%

Reliance GSM 12,840,939 3.94%MTNL 4,332,631 1.33%Loop 2,350,537 0.72%

325,679,303

Second Largest Costumer Base in India

Contrasting the class of people Vodafone Contrasting the class of people Vodafone target with Airteltarget with Airtel

Airtel has 5,215,149 subscribers in Delhi, while Vodafone has 4,323,178.

Airtel has 2,579,382 subscribers in U.P. while Vodafone has 4,882,199.

Prepaid Tariff PlansPrepaid Tariff Plans

Exciting features for all sections Exciting features for all sections of societyof society

Vodafone for youngstersVodafone for youngsters

Variety is the motive Variety is the motive

Motive?

To get rid of attending calls in a typical circumstances e.g. Having bath, Riding vehicle, Engaged in gym or Sleeping.

Implying How concerned Vodafone is ; with its subscribers.

Happy to Help TV-AdHappy to Help TV-Ad

Motive ? To carry out your work in such a simplest way by rendering their precious help.

How friendly helping services Vodafone caters to.

Cheaper Tariffs TV-AdCheaper Tariffs TV-Ad

Motive ? To get you advantage in

many aspects via their cheaper services e.g. voice calls, sms.

Implying How concerned Vodafone services are; to your pocket.

IPL 2 Zoozoo TV-AdsIPL 2 Zoozoo TV-Ads

Motive ? To get you all requisites information along with essential and attractive services.

Implying How fruitful Vodafone value added services are; to your daily life.

The Puppy Effect

The ZOOZOO Effect

Idea of using the best friend of human(DOG) to resemble their network .

Didn’t drop the puppy adv. of HUTCH to maintain the trust of later fans.

Using the simple yet meaningful visual ZOOZOO to capture rural as well as urban population.

ZooZoos are the latest creation of Vodafone ads, showed during IPL matches. Created by Ogilvy & Mather, an international advertising, marketing, and public relations agency.

Aimed at showing various value added services of Vodafone.

30 TV commercials for zoozoo were shot in 10 days.

Zoozoo’s: More Popular in India Zoozoo’s: More Popular in India Than Swine Flu or SmileyThan Swine Flu or Smiley

Zoozoo’s the latest Craze in the Ad World. These absolutely adorable Vodafone ad characters for the IPL season are capturing people’s hearts faster than you can say Zoozoo. There are already over 181,150 Zoozoo fans just on Facebook and adding every minute. They are amongst the most searched videos on YouTube and the most talked, watched, discussed, loved ads in the country.

Challenge to Gear upAccording to Mr. Harit Nagpal, Marketing & New Business

Director, Vodafone Essar ,biggest challenge in making films was expense, audience and creating such large amount of ad-films in one month.

They made 30 ad-films the will be shown each day during IPL, charged Rs. 2.5 billion.

News to be Divulged Now comes the biggest shock, the white big-headed characters, shown on screen are not animated figures rather real people; ballet dancers , dressed in white suits and wearing huge head gears.

Outburst PopularityOutburst Popularity

Owing to zoozoo commercials abrupt growing popularity , company decided to release Zoozoo merchandises in the market including Zoozoo bags,keychains,T-shirts etc.

Fans at Zoozoo facebook page scaled up more than 28000 at a drastic rate. and will keep growing as commercials can be seen and images, wallpapers can also be downloaded.

Extremely scalable: Newer features, contests, games or even tie ups can be added any time.

Long-term Brand Destination: Can be utilized for all brand products be it ,Vodafone 3g etc and no cost of new ad like TV

Database Creation: Users Signing up is a wealth of database that will be created

Viral In Nature: Integration with Facebook & Orkut will cause viral impact

Offline Potential: Can be easily taken Offline Via Ads to Visit ZooZooland (example)

Ogilvy: Vodafone Zoozoo's Top Advertising Ogilvy: Vodafone Zoozoo's Top Advertising Age’s Viral Video ChartAge’s Viral Video Chart

The white creatures known as ‘Zoozoo's’ featured in Vodafone’s Zoozoo commercials have taken India by storm over the last month. And according to international charts like in the U.S. edition of Advertising Age, the Zoozoo's are seen steadily rising in popularity.

So far on the charts, the Vodafone Zoozoo campaign has taken the lead, running ahead of brands like Nike, Frito-Lay, Coca-Cola and T-Mobile.

Vodafone Zoozoo's made No. 1, the first time in the world any campaign has done that on its debut. For the week of May 11, the Zoozoo's had 1.45 million views.

This also marks the first time any ad campaign from India has ever appeared on this chart of the most viewed viral ad campaigns of the world.