VODAFONE ESSAR Full
Case study of the Hutch to Vodafone transition ad
Storyboard of the ad:
Cheeka the adorable pug had found a new kennel. So what if the colors around the little dog had changed and the young boy were missing? The mascot that advertising created shook itself vigorously, darted in and out of its new identity and really proclaimed to the world its new brand name which had the most effective impact on all the ads viewers.
Brand: Vodafone
Campaign: Transition of brand name from Hutch to Vodafone Creative Agency: O&M, India
Work type: Client work Creative Team: National Creative Director: Piyush Pandey Executive Creative Director: Rajiv Rao
Copywriter: Abhishek Sinha
Art Director: Santosh Sonawane
Production House: Nirvana films
Director: Prakash Verma
Media agency: Maxus
Post Production Agency: Nirvana Films
Chief marketing officer: Harit Nagpal
An elegy to Hutch:
In 1992 Hutchison Whampoa and its Indian business partner established a company that in 1994 was awarded a licence to provide mobile telecommunications services in Mumbai (formerly Bombay) and launched commercial service as Hutchison Max in November 1995. Analjit Singh of Max still holds 12% in company.By the time of Hutchison Telecom's Initial Public Offering in 2004, Hutchison Whampoa had acquired interests in six mobile telecommunications operators providing service in 13 of India's 23 licence areas and following the completion of the acquisition of BPL that number increased to 16. In 2006, it announced the acquisition of a company that held licence applications for the seven remaining licence areas.In a country growing as fast as India, a strategic and well managed business plan is critical to success. Initially, the company grew its business in the largest wireless markets in India - in cities like Mumbai, Delhi and Kolkata. In these densely populated urban areas it was able to establish a robust network, well known brand and large distribution network -all vital to long-term success in India.
Storyboard of the ad:
Cheeka the adorable pug had found a new kennel. So what if the colors around the little dog had changed and the young boy were missing? The mascot that advertising created shook itself vigorously, darted in and out of its new identity and really proclaimed to the world its new brand name which had the most effective impact on all the ads viewers.
Brand: Vodafone
Campaign: Transition of brand name from Hutch to Vodafone Creative Agency: O&M, India
Work type: Client work Creative Team: National Creative Director: Piyush Pandey Executive Creative Director: Rajiv Rao
Copywriter: Abhishek Sinha
Art Director: Santosh Sonawane
Production House: Nirvana films
Director: Prakash Verma
Media agency: Maxus
Post Production Agency: Nirvana Films
Chief marketing officer: Harit Nagpal
An elegy to Hutch:
In 1992 Hutchison Whampoa and its Indian business partner established a company that in 1994 was awarded a licence to provide mobile telecommunications services in Mumbai (formerly Bombay) and launched commercial service as Hutchison Max in November 1995. Analjit Singh of Max still holds 12% in company.By the time of Hutchison Telecom's Initial Public Offering in 2004, Hutchison Whampoa had acquired interests in six mobile telecommunications operators providing service in 13 of India's 23 licence areas and following the completion of the acquisition of BPL that number increased to 16. In 2006, it announced the acquisition of a company that held licence applications for the seven remaining licence areas.In a country growing as fast as India, a strategic and well managed business plan is critical to success. Initially, the company grew its business in the largest wireless markets in India - in cities like Mumbai, Delhi and Kolkata. In these densely populated urban areas it was able to establish a robust network, well known brand and large distribution network -all vital to long-term success in India.