Vodafone India: Sakhi – SMS to fight sexual harassment

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

Campaign details

Brand: Vodafone IndiaBrand owner: Vodafone India LimitedLead agency: Ogilvy MumbaiContributing agencies: Ogilvy IndiaCountry: IndiaIndustries: Telephone & internet servicesMedia channels: Direct marketing, Events & experiential, Other & ambient media

Executive summary

India is not a safe country for women. Women have to be constantly wary of unwanted attention outside their homes. If this wasn't bad enough, they now had to contend with unwanted attention in the privacy of their own homes, on their mobile phones.

India is predominantly a prepaid phones market. Phone subscribers have to...

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