Vodafone: How we hacked India's biggest reality show to drive performance goals

Vodafone Idea Limited, a telco brand, created an industry-first property on its app in partnership with Sony, which enabled Vi users in India to be a part of the Live TV show on KBC as contestants, to create awareness and increase app installs and monthly active users.

Campaign details

Brand: Vodafone Idea LimitedAgency: WavemakerRegion: APAC

Strategy

Objective

With the Indian telecom industry being saturated with no growth in subscribers in the past 3 years, telecom giants have started focusing on new avenues for growth. Both Jio and Airtel have focused on value-added services like music, OTT partnerships, and Live TV to increase their App user base. Vodafone Idea Limited also tied up with multiple partners to offer free Music, Content, Games etc. The objective was to create awareness about these services and increase app adoption and revenue.

Target Audience

Vi started focusing...

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