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 soon Jio took away the market leader position from VIL.

With Idea continued to cater the rural userbase whereas Vodafone focused on the urban users, both brands continued to lose subscribers. By losing millions of users in the past few months, controlling churn rate had become critical for VIL. With generating negative sentiments for the brand, continues loss...

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