Advertising is probably one of the most frequently used vehicles for Rebranding, as it is fairly easy, flexible and quick to change. It is a powerful way of reaching a broad or targeted audience quickly and is effective at signalling a change in positioning, however real or broad that may be. There are many examples of where advertising has either repositioned or strengthened brands, other good examples of where advertising has built a new position for a brand or built a strong emotional link with the public are where companies have created a sort of soap opera out of their advertising.
The basic aim of the study is to analyze the media planning and advertising campaign of Vodafone in Indian telecom industry. Vodafone wanted to not only announce its entry in India but also communicate to its consumers that Hutch will now be known as Vodafone, through various outdoor mediums across the nation.
The Advertising agency of Hutch and now Vodafone, Ogilvy & Mather (O&M), had a two-fold task to achieve: announce the entry of Vodafone into India and highlight the metamorphosis of Hutch into Vodafone. O&M realised that they had a fantastic property in the Hutch pug, which they had been using for about five years. Therefore, to show the transition from Hutch to Vodafone, O&M launched a rather direct, thematic ad showing the trademark pug in a garden, moving out of a pink coloured kennel which symbolised Hutch making his way into a red one that is the Vodafone colour. A more energetic, chirpier version of the ‘You and I’ tune associated with Hutch was played towards the end, and it concludes with ‘Change is good. Hutch is now Vodafone’.
2011 has been an extremely eventful year in the Indian Telecom Sector. Two factors have come into play that have forced most operators to pull up their socks and innovate. Firstly, Mobile Number Portability or MNP has ensured that no provider can get away with exploitative plans because customers are free to
References: Business World, February 9, 2012 http://www.business-standard.com/india/news/makingright-connection/466680/ http://www.livemint.com/2011/07/22131927/Vodafone-Essar-posts-9-growth.html http://www.livemint.com/2012/02/09131051/Vodafone-India-posts-6-increa.html http://ovum.com/2012/01/27/vodafone-wins-a-major-victory-in-india-but-challenges-remain/ http://www.watblog.com/2011/07/19/airtel-vodafone-gain-market-share-in-the-indian-telecom-sector/