INDIAN CHARACTERS by Ogilvy & Mather Gurgaon for Vodafone

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INDIAN CHARACTERS

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Industry Mobile Communications
Media Design & Branding
Market India
Agency Ogilvy & Mather Gurgaon
Associate Creative Director Preeti Koul Chaudhry
Executive Creative Director Ajay Gahlaut
Art Director Preeti Koul Chaudhry
Copywriter Umesh Grover
Illustrator Nasheet Shadani Ltd.
Released February 2011

Credits & Description

Category: Illustration
Advertiser: VODAFONE ESSAR
Product/Service: MOBILE SERVICES
Agency: OGILVY & MATHER
Date of First Appearance: Dec 1 2010
Entrant Company: OGILVY & MATHER, Gurgaon, INDIA
National Creative Director: Rajiv Rao (Ogilvy & Mather, Gurgaon)
Executive Creative Director: Ajay Gahlaut (Ogilvy & Mather, Gurgaon)
Associate Creative Director: Preeti Koul Chaudhry (Ogilvy & Mather, Gurgaon)
Art Director: Preeti Koul Chaudhry (Ogilvy & Mather, Gurgaon)
Art Director: Nasheet Shadani (Ogilvy & Mather, Gurgaon)
Illustrator: Nasheet Shadani (Ogilvy & Mather, Gurgaon)
Copywriter: Umesh Grover (Ogilvy & Mather, Gurgaon)
Media placement: Poster - All Over India - 01 December 2010

Describe the brief from the client
India boasts of the largest number of mobile users in the world. Out of which, the prepaid mobile users comprise a large chunk. No wonder, this market sees more than 20 mobile service providers vying for the consumers’ attention. All claiming lowest rates when it comes to call tariffs. Vodafone wanted its own campaign in this category that could break this clutter with designs that could redefine the category.

Describe the challenges and key objectives
During the years, because of stiff competition, this category has seen the same, boring visual communication. Not to mention, on the risk of becoming blind spots. The only way to get eyeballs and become top of the mind was to create a campaign with a look and feel never seen before in this category. Of course, one that goes well with the idea and the tonality of Vodafone and that an ordinary Indian could relate to.

Describe how you arrived at the final design
It won’t be wrong to say that 1.2 billion Indians are actually 1.2 billion characters. All characters are little stories in themselves. Thus, we decided to use these everyday characters to communicate the benefit of all the products that Vodafone had to offer. To bring out these stories we chose the distinct visual language of paper-art. One that is completely new in this category. Not only is it simple, childlike and fun, it also appeals to the craft loving Indian psyche.

Give some indication of how successful the outcome was in the market
The campaign was launched in December and it saw an immediate rise in footfalls across Vodafone stores in the country. Within three months of the launch the prepaid customer base grew by a whopping 8%, which runs into millions in sheer numbers. Besides the sales, the campaign continued the legacy of the Vodafone’s way of life. The characters were loved and became a talking point in everyday conversations.