Vi: How to reduce churn by building brand salience brick by brick

Vodafone Idea, a mobile network company, increased brand salience by partnering with television networks to only show its advertisements during a ‘24 hour media roadblock’.

The communication goal

On 31st August 2018, Vodafone India merged with Idea Cellular, to form a new entity named Vodafone Idea Limited (VIL) to become the largest telecom company in India. Even after the merger, VIL continued to lose its subscribers and...

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