Vodafone gave the best birthday gift ever

Vodafone, the telecoms provider, personalised its high-income customers' experience of the brand in India which increased its NPS score.

The Communication Goal

How do we delight somebody who has everything in life?

Vodafone's HNI base contributes to more than 30% of revenue, with 10X the ARPU of a regular customer. With intense competition, retaining this segment was of utmost importance & priority. Maharashtra & Goa were the priority markets for Vodafone, contributing to 42% of HNI customers. Thus, the task at hand was to delight them and thereby increase the Net Promoter Score (NPS) among these HNI customers.

The Situational Analysis

Vodafone's HNI target group is male, 40+ years, who live a lavish lifestyle, live in bungalows, travel in...

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