Vodafone entered the Indian market in 1992 through an acquisition of the Max Group. Over the years, it introduced various campaigns including its iconic "pink" branding in the 2000s and rebranding as Vodafone in 2007 after being acquired by Vodafone Group. Notable campaigns included introducing the pug "Cheeka" as its mascot in 2003, the "3G Superman" campaign in 2009 focusing on its new services, and "Vodafone Delights" in 2011 promoting exclusive deals and discounts. Vodafone utilizes an integrated marketing communications approach incorporating various channels including television, print, outdoor, radio, digital and sponsorships.

2. 1992 Entered 2007 Acquired
2009 Introduced
India with Max by Vodafone &
Zoozoos
Group Re-branding
2000 Acquired 2005 Turned 2011 Vodafone
Essar “Pink” 3G campaign
2001 Introduce
2003 Introduced Now: Vodafone
orange Hi
Pug “Cheeka” Delights
Campaign

3. TV
“Wherever You Go Our Network
Follows You” ADS
The Hutch network was personified
as the adorable pug dog
CELEBRITY ENDORSEMENTS
Rahul Dravid- to attribute
trust and dependability to the
Hutch Brand & Irfan Khan
OUTDOOR
Hoardings
Billboards

4. REBRANDING CAMPAIGN- Brand Transition
CHANGE IS GOOD
HUTCH IS NOW VODAFONE

5. • Red: For the passion and spirit.
• Rock Solid: dependable and
empathetic
• Restless: always challenging to
improve and being funny.

6. • The commercial shows Hutch dog moving out of pink house
and moving into red house. The tagline “ Hutch is now
TV Vodafone” was translated in multiple languages
• Supplementary with TV ads across all main newspapers
Print
• Message appeared in 150 towns & in 400,000 shops
Outdoor Hoardings, billboards& kiosks
• Website Makeover from pink to red
Internet
• New jingle- New upbeat version of the same Hutch sound
Radio

7. Vodafone Customer Care Service
HAPPY TO HELP
Symbolize a mobile phone
customer care service as willing
and eager to help as the little
pug.
Vodafone kick-started ‘Happy to Help’, in
Kerala, to help bring relief to commuters
during heavy rains.
Vodafone ushers were stationed with huge
umbrellas at major railway stations in Kerala
to help people to and from the platforms.

8. 25 different aired during IPL2
Sponsorships- IPL2
Supplementary with TV ads across
all main newspapers
Hoardings, billboards& kiosks
Facebook Fan Page
Downloadable ringtones, videos, etc
Microsites: “What kind of Zoozoos
are you?”

9. VODAFONE – THE ‘3G SUPERMAN’
TEASER ADS

10. VODAFONE DELIGHTS
Vodafone is promoting “Delights”, a world of exclusive
deals and discounts, with a TV advertising campaign
featuring school girls in black and white films; an old man
and a young boy. To show the emotional response
associated with receiving special gifts.

11. EVENTS & SPONSORSHIPS

12. CONCLUSION
IMC APPROACH OF VODAFONE CAMPAIGNS

13. AKANSHA SUHAIB MANSI SHALLU
109 17 77 75