Vodafone paints the town 'RED' in latest campaign
A 360-degree campaign for its new plan, RED, involves 3D-effect billboards, helium sky balloons and large-format billboards
Telecom brands are finally giving post-paid consumers their place in the sun. Targeting postpaid retail and enterprise customers, telecom service provider Vodafone India has introduced a new postpaid plan called Vodafone RED. The launch was actively supported by a 360-degree holistic marketing campaign with a mix of TVCs, print, outdoor and in-store promotions.
The objective of the campaign was to establish Vodafone RED as a leadership postpaid product with a compelling value proposition. The campaign highlights Vodafone Red's three main features: 'Combo Plans', 'Pool & Share' and 'Relationship Manager'. Kinetic India got the excitement of all the three features on the streets for Vodafone spreading the plan message.
The OOH campaign was executed pan India starting September 15. Besides creating impact with large format billboards and gantries at key junctions and arterial roads, the campaign reached out to the targeted audience in the most efficient and effective way along various high reach media like bus shelters, railway foot-over bridges and utilities.
In Gurgaon, the entire Vodafone Belvedere Metro Station has been transformed into a complete Vodafone RED branded arena.
Apart from this Vodafone RED branded helium sky balloons atop Vodafone Stores were used. These balloons were also installed in some of the major garba grounds in Gujarat.
To link the communication with the ongoing TVC, innovations were done at strategic locations like Bandra ROB, Mahim causeway etc through simple stories to drive message delivery. The campaign was executed using hoardings that were creatively fabricated in key locations to give 3D effect like a musician playing a guitar, life-size mannequins representing a group of your family members and a cycle with goodies. Fittingly, the creative message was kept simple and succinct - RED!!
Discussing the relevance of the OOH medium, Ronita Mitra, Senior VP - Brand Communication and Insights, Vodafone India, said, “In order to establish Vodafone RED as a leadership post-paid product with a compelling value proposition, we have launched a high decibel marketing campaign that brings alive the key features of the product. While the product has a lot of features, the launch campaign will focus on the key benefits of Combo Plans, Pool & Share and Relationship Manager. The outdoor communication aims to amplify the awareness about Vodafone RED and supplement the television campaign. As a part of this campaign, we have installed large size Vodafone RED branded helium sky balloons atop Vodafone Stores. These balloons are also installed in some of the major garba grounds in Gujarat. Another important feature of the campaign is the Vodafone Belvedere Metro Station in Gurgaon, which has been transformed into a complete Vodafone RED branded arena. A mix of all these mediums together helps us ensure high launch impact in the key cities.”
Commenting on the campaign, Amit Sarkar, COO, Kinetic India, said, “For the ‘Vodafone RED’ campaign OOH’s role had been well defined and that was to establish high impact clutter breaking brand visibility at most relevant touch-points targeting the right TG, considering a new post-paid product launch. The outdoor campaign was carefully crafted to be in line with the Vodafone brand image of category leader in the minds of the post-paid users. The objective is well achieved with a strategic mix of landmark large format billboards and other tactical OOH vehicles like BQS, Mobile Displays, Metro stations etc. at select priority markets. Moreover, the media selection too had been done to support multiple creatives that were used on this campaign. Both billboards and bus shelters had been displayed in a set of three, in a row one after the other, which created ‘Red Corridors’ on few key stretches within the city. Innovative displays with huge life size cutouts and LED illumination too made the campaign larger than life. Besides traditional OOH, huge branded backlit helium balloons atop the Vodafone Stores added to the overall impact of the campaign.”
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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