Silver
Transformative Business Impact
Commercial Transformation: Creative Operational Transformation
| Entrant: | Ogilvy India, Mumbai |
| Brand: | Vodafone Idea Ltd. |
| Title: | "Vi Human Network Testing Network" |
| Corporate Name of Client: | Vodafone Idea Ltd. |
| Client Company: | Vi, Mumbai |
| Client Company Executive Vice President: | Sreerupa Banerjee |
| Client Company Vice President: | Jessin Joy |
| Chief Marketing Officer: | Avneesh Khosla |
| Client Company Brand Manager: | Lavira Fernandez |
| Client Company Brand Manager Social: | Aditya Rana |
| Agency: | Ogilvy India, Mumbai |
| Agency Executive Chairperson: | Hephzibah Pathak |
| Agency President and Head of Office Mumbai and Kolkata: | Hirol Gandhi |
| Agency Associate President: | Maninder Bali |
| Agency Executive Vice President: | Debaleena Ghosh |
| Agency Vice President: | Krunal Bhatt |
| Global Chief Creative Officer: | Liz Taylor |
| Agency Chief Creative Officer, Asia Pacific: | Reed Collins |
| Chief Creative Officers: | Kainaz Karmakar/Harshad Rajadhyaksha/Sukesh Nayak |
| Executive Creative Director: | Rohit Dubey |
| Senior Creative Directors: | Rishabh Dave/Shashank Sharma |
| Group Creative Directors: | Nikhil Waradkar/Shahrukh Dandiwala |
| Creative Director: | Amritanshu Kaul |
| Creative Directors - Art: | Sayan Sengupta/Saurabh Narvekar |
| Associate Creative Directors: | Supriya Gharge/Prashant Sukumar |
| Copywriters: | Harshad Rajadhyaksha/Kainaz Karmakar/Rohit Dubey |
| Art Director: | Maria Sony |
| Agency Head - Experiential Marketing & Branded Content: | Krishnakant Mishra |
| Agency Brand Strategist: | Abir Banerjee |
| Agency Strategic Planner: | Satyaki Purandare |
| Agency Senior Account Executive: | Ciana Braganza |
| Agency Client Service Director: | Kishor Manjrekar |
| Agency Management Supervisor: | Mann M Parekh |
| Production Company: | Hungry Productions, Mumbai |
| Director: | Mahesh Gharat |
| Senior Executive Producer: | Dharam Valia |
| Executive Producer: | Siddhartha Artha |
Description:
Significant network lapses and drops during the initial days, resulted in a deep negative perception. This coincided with the pandemic, when the need for connectivity was more acute, further aggravating the disappointment. And Mumbai was one of the worst affected.
Mumbai’s population is double that of Belgium, making it one of the metros with highest telecom user base. It had historically been a strong market for us and had a high concentration of high value customers. Negative perception towards Vi was most acute in Mumbai. Being a high-performance city, poor performance in network was simply unacceptable. As a result, in the last year itself, there had been in a massive decline in consideration amongst Vi’s own users. Mumbaikars (as they are popularly called) were lapsing out of Vi in droves.
How to rebuild network reputation in Mumbai, to regain consideration and turn around business?