Vodafone: Vodafone Sakhi

Telecoms company Vodafone India grew subscribers and revenue with a top-up product that protected women's phone numbers and privacy.

Campaign details

Advertiser: VodafoneBrand: VodafoneAgency: Ogilvy Mumbai Country: India

Objectives

Context: Across small towns and villages in India, mobile phones are a right for men and a privilege for women.

∼95% of Indian subscribers use prepaid connections1, where there are no contracts, making it easier for customers to churn and harder for brands to build loyalty. Only 43% of women own a mobile phone while 35% of all mobile internet users are women2.

Women make up only 18% of Vodafone's (India's 2ndlargest telecom operator) 200MM plus subscribers ....

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