Ringing the changes: how Vodafone rebranded its business in the world’s second biggest mobile market
Preeti Chaturvedi
It was probably India’s largest ever rebranding, and arguably one of the biggest in any country. After completing its $10.9 billion cash acquisition of Hutchison Essar - then India’s fourth biggest mobile operator by connections - in May 2007, Vodafone moved quickly to bring its brand to one of the world’s fastest growing mobile markets. This encompassed changes to marketing at thousands of consumer-facing retail points, communications with staff, dealers and other partners, and...