The Marketing Objective
Post Jio launch, Vodafone witnessed a continuous decline in market share as well as mind share, with steep drop in brand scores on network (brand-with-superior-network) & likeability (Brand-l-like) over 2 quarters. This is despite the fact that Vodafone was literally adding a tower every hour to strengthen its network.
Objective was to get the mind-share back on track & increase consideration & network scores by at least 150 basis points in the next quarter.
Situation Analysis
To tackle this issue, Vodafone planned for an advertising campaign around its network & brought back the pug, its...