Vodafone India, the nation’s second-greatest in the industry, is good to go to ambush IPL promoting and race away with all the consideration and eyeballs even as its competitors introduced new product packs. Related with IPL since inception, this brand has a fresh new campaign to celebrate once more what it generally celebrates.
This campaign in a bid to upstage Reliance Jio Infocomm amid the two-month-long Indian Premier League cricket competition that begins Saturday said individuals with information of the matter.
The move comes as the mobile phone operator, which is merging with Idea Cellular, fights rivals Jio and Bharti Airtel for data revenue and subscribers. Jio is a co-presenting sponsor for each of the eight groups playing in the competition. Following 10 years of being an associate sponsor, Vodafone India is only a spot buyer this year.
The brand has introduced a teaser on Facebook where it indicates two ZooZoo’s standing amazed on a cricket pitch as they watch a group of ZooZoo’s walking through the field with all the attention.
With an investment of ₹20-25 crore— modest in correlation with Jio’s ₹90-100 crore spending—the ‘guerilla’ method will be expected to get consideration from a normal 700 million viewers, said the people cited above, up from 450 million last year. The company is said to have displayed its plan on Pepsi’s ‘Nothing official about it’ campaign amid the 1996 World Cup that was aimed at undermining competition sponsor Coca-Cola.
Vodafone India is expected to present its promoting campaigns along with game shows and consumer engagement programmes crosswise over urban areas from Saturday. Sources said Idea Cellular will focus on competitive offers too. Vodafone India and Idea Cellular are in the midst of a merger exercise that’s expected to conclude in a few months and result in India’s biggest phone company, overtaking Bharti Airtel.