Anuradha Aggarwal clarifies Vodafone’s stand on many issues, from Zoozoos to IPL to the new ad... Here’s the 4Ps B&M marketing interview
Among the many reasons behind the popularity of Vodafone in India and its ability to continuously retain its position among the top three telecom players in the market, its consistent focus on advertising it right stands tall. With the launch of eight ad films spanning three different campaigns in less than three months, Vodafone is asserting itself in the advertising world with renewed vigour. It has developed several innovative and interesting themes for its ads, and has never really hesitated to reinvent the wheel. In its latest campaign this year, it is making a departure from its popular Zoozoo campaign and experimenting with a new method of storytelling. The strategic brain behind the change is Anuradha Aggarwal, Senior Vice President, Brand & Consumer Insights, Vodafone. She tells us about the reviews and the feedback that the company has received and its marketing plans for 2012.
What is your marketing budget for the network ad campaign launched in February this year and what percentage of it has been kept aside for running the TVCs? What media mix are you following for the campaign? Also, how are you planning to take the campaign forward from here on?
We are using the entire spectrum for this campaign, which is spread across print, TV, online and outdoor. The campaign, as you are aware, has been created by Ogilvy & Mather. It includes three TVCs that are communicating ‘Instant Connections’, ‘Voice Clarity’ and ‘Uninterrupted Conversations’ on our network. We would not like to discuss our budgets allocations within our mix. Suffice it to say that we always optimise our budgets as against the value we desire from our investment.
What are your marketing plans for year 2012 and where does this campaign fit in it?
The adorable pug Cheeka is back in a series of television commercials promoting ‘Instant Connections’, ‘Voice Clarity’ and ‘Uninterrupted Conversations’ on our network. The new communication campaign is to reinforce the belief that Vodafone offers a superior network. Additionally, we also came up with the “Blackberry Boys Campaign” to coincide with the Asia Cup. At present, we are focussing on the IPL.
How important is the IPL in your scheme of things?
In a cricket crazy nation, IPL is definitely a platform that guarantees targeted eyeballs. At Vodafone, we plan all our campaigns in a manner that they reach out to maximum people as well as resonate in the consumer’s mind. Our aggressive advertising during the ongoing IPL explains how critical it is for us.
Among the many reasons behind the popularity of Vodafone in India and its ability to continuously retain its position among the top three telecom players in the market, its consistent focus on advertising it right stands tall. With the launch of eight ad films spanning three different campaigns in less than three months, Vodafone is asserting itself in the advertising world with renewed vigour. It has developed several innovative and interesting themes for its ads, and has never really hesitated to reinvent the wheel. In its latest campaign this year, it is making a departure from its popular Zoozoo campaign and experimenting with a new method of storytelling. The strategic brain behind the change is Anuradha Aggarwal, Senior Vice President, Brand & Consumer Insights, Vodafone. She tells us about the reviews and the feedback that the company has received and its marketing plans for 2012.
What is your marketing budget for the network ad campaign launched in February this year and what percentage of it has been kept aside for running the TVCs? What media mix are you following for the campaign? Also, how are you planning to take the campaign forward from here on?
We are using the entire spectrum for this campaign, which is spread across print, TV, online and outdoor. The campaign, as you are aware, has been created by Ogilvy & Mather. It includes three TVCs that are communicating ‘Instant Connections’, ‘Voice Clarity’ and ‘Uninterrupted Conversations’ on our network. We would not like to discuss our budgets allocations within our mix. Suffice it to say that we always optimise our budgets as against the value we desire from our investment.
What are your marketing plans for year 2012 and where does this campaign fit in it?
The adorable pug Cheeka is back in a series of television commercials promoting ‘Instant Connections’, ‘Voice Clarity’ and ‘Uninterrupted Conversations’ on our network. The new communication campaign is to reinforce the belief that Vodafone offers a superior network. Additionally, we also came up with the “Blackberry Boys Campaign” to coincide with the Asia Cup. At present, we are focussing on the IPL.
How important is the IPL in your scheme of things?
In a cricket crazy nation, IPL is definitely a platform that guarantees targeted eyeballs. At Vodafone, we plan all our campaigns in a manner that they reach out to maximum people as well as resonate in the consumer’s mind. Our aggressive advertising during the ongoing IPL explains how critical it is for us.
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