Telecom category, is commoditized, due to all brands having almost similar campaign propositions around superior network strength, high speed internet and various offers.
Brands needs to stand out in the clutter by making a difference in consumer's lives. Our task at hand was to build differentiation and drive relevance - thereby increase brand love for Vodafone.
Research among our consumers - parents. It revealed they were worried about their children's mobile consumption habits, as it was affecting their physical and mental health, due to excessive usage. For example, Children were playing more games in mobile, than in playground, watching content on online video platforms, rather than reading books.