Vodafone India: #Lookup

Telecoms company Vodafone India grew awareness and positive sentiment through a social campaign in response to a rival's disruptive entrance to the market.

Campaign details

Brand: Vodafone IndiaBrand owner: Vodafone India LimitedLead agency: Ogilvy MumbaiCountry: IndiaIndustries: Telephone & internet servicesMedia channels: Events & experiential, Online video, Social media

Executive summary

In 2016-2017, discounts/freebies had become the dominant discourse in the Indian telecom category, thanks to a new entrant, Jio. To sweep the market, Jio offered nine months of free 4G, in response to which the competition slashed its prices to retain customers.

Vodafone took a different stance to build engagement and brand love online by addressing a problem that no telecom operator...

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