Vodafone sticks to old formula for new positioning

Watch the films conceptualised by Ogilvy & Mather here

Nov 02, 2017 06:24:00 AM | Video | Campaign India Team

The speech mark Vodafone's most recognisable symbol since 1998 remains, albeit in a new 2D design in place of the earlier skeuomorphic 3D approach. The old couple Asha-Bala, who were introduced into Vodafone India's advertising in April 2017, also get retained.

As the telecom giant Vodafone announced a significant evolution of its brand positioning and visual identity in India (the global launch happened in early October), the new brand positioning focuses on the theme of optimism about the future and uses the new tagline, "The Future is exciting. Ready?"

This new positioning, part of Vodafone’s global rebranding exercise across 36 countries, is designed to underline Vodafone’s belief in new technologies and digital services playing a positive role in transforming society and enhancing individual quality of life in the years ahead.
Sunil Sood, MD and CEO, Vodafone India said, “India is entering a new exciting era - an era of Digital, Convergence, Big Data, IoT, Cloud, Augmented Realities, Robotics and Artificial Intelligence.The real and virtual worlds are converging at an unprecedented pace to create a bold new future. Our new brand positioning emphasizes Vodafone's mission and purpose to help customers and communities adapt, navigate and prosper from the remarkable new trends reshaping the world.”
Following a dramatic rise in digital literacy and adoption in India - a trend that’s  being reflected across demographics and geography.
A multimedia marketing campaign will look at simple human stories of embracing technology through the eyes of recent ‘common man’ icons Asha-Bala. These stories will be told across multiple media with a high-decibel 360-degree Campaign – from TV to Digital incorporating the latest technologies.
To begin with two films, featuring the couple as international travellers where technology is their constant companion have been released.
Watch the second film here: