Vodafone Idea has rolled out a mobile based safety service called Sakhi. Designed exclusively for women, the features include emergency alerts, balance and private number recharge for prepaid users. It works across both smartphones and feature-phones.
The film conceptualised by Ogilvy urges women to overcome their inhibitions. The protagonist throws up several questions that have stopped her from progressing in life.
Avneesh Khosla, associate director - consumer business, Vodafone Idea, said, “India has over a billion mobile connections and almost half of our population is women. Yet, less than 18 per cent of mobile subscribers are women. Further,most women have access to only feature-phones and basic mobile phones. This large gap in mobile access and usage also conveys a lost opportunity to connect and empower more women. With Vodafone Sakhi, we are taking forward our long-term commitment of driving inclusion and addressing real societal problems. This unique, free of cost service will make it convenient for women to step out fearlessly and fulfil their aspirations.”
Siddharth Banerjee, EVP - marketing, Vodafone Idea added, “Women safety is a burning issue in our country. We have all seen cases of women holding back in their daily life on opportunities because of safety concerns. Addressing this critical issue, Vodafone Sakhi is a small step to give women the confidence to step out fearlessly and live their dreams with a trusted solution at hand. Our marketing campaign aims to connect deeply with our women consumers and urge each one of them to participate in this movement of change.”
Kiran Anthony, ECD, Ogilvy India, added, “Due to safety concerns, Indian women in small towns often make compromises when it comes to career or social life - be it studying in a far-away college or taking up a job that demands late working hours or staying back late for a friend’s wedding ceremony. We used this understanding to dramatise how the product can enable women to navigate everyday challenges with confidence. Sakhi is the reassurance of a friend always by their side.”
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Watch the film conceptualised jointly by FCB Interface and PivotRoots along with Club Mahindra's in-house team