When the Vodafone Pug army virtually gatecrashed the Premier Badminton League

Mobile phone network Vodafone wanted to get mind share back in India, so it created an ad campaign that saw the return of the company's beloved mascot, the pug, delivering network-related communication to help break through the 4G clutter in this category.

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...

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