Vodafone: The medium is the message

Prakash Acharaya

Vodafone123 is a voice-based service in India with features such as recipes, celebrity news, marriage/dating services and horoscope alerts.

Vodafone: The medium is the message

Prakash Acharaya

Campaign details

Brand owner: VodafoneAgency: Maxus IndiaBrand: VodafoneCountry: IndiaChannels used: Newspapers, TV

Executive summary

This case study explains the marketing of Vodafone123, a voice-based service with features such as recipes, celebrity news, marriage/dating services and horoscope alerts, through media platforms that not only contained common elements with the brand, but where content and brand messaging seamlessly merged into each other. Results far exceeded the expectations of the client, with 84 million calls received in just one month during the campaign.

Campaign background

Vodafone...

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