Hutch is now Vodafone

Hutch is now Vodafone if you watch any of the star channel or tuned into twenty twenty world cup you would have seen this ad .On 11 Februar...

Hutch is now Vodafone if you watch any of the star channel or tuned into twenty twenty world cup you would have seen this ad .On 11 February 2007, Vodafone agreed to acquire the controlling interest of 67% held by Cheung Kong Holdings in Hutch-Essar for US$11.1 billion and now had to rebrand itself so it has decided to run a new ad series which piggy banked on Hutch's dog mascot and the theme "Change is Good". This required nearly 250 crores of spending by Vodafone but they have successfully painted the town red .An interesting part of this campaign was on the opening day roadblock where they made a deal with Star India so that besides them no other commercials were aired (apart from in-channel promos) on the Star India's channels for 24 hours.I believe this ad is very well executed take a look at the video of the ad
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4 comments

Ishwar said...

The thought was excellent and sounds logical too !!! Use the pug to import brand values of Hutch into Vodafone.

Execution elements of using the pug are debatable. I wonder how many noticed the initial color of the pug's kennel as pink or even the difference in size of the kennel's before and after.

Those who miss the first few seconds of the ad, will never get this one.

The transition from Hutch to Vodafone has been effected, thanks to their spends, not the on air creative.

http://gawdlevelmarketing.blogspot.com

Abhishek said...

Your points are quite valid but using the pug helps in retaining the link between Hutch and Vodafone and even though the subtler message of the difference like the colour might be missed but in rebranding something which is basically a low involvement product the key had to be repetition of the message for which they had enough marketing spend to pull it of.

anisha said...

Everybody knows Vodafone's Marketing budget is huge and their definitly painting every town red. But I feel (more now) any more than what they would do is senseless..I believe it'll only end up leading to clutter.

Ashok said...

Hmm...nice post but I think the success of this ad was actually boosted by the money they burned, rather the creative part of it.

May be you would like to check this post:

http://whatsinthename.adidiot.com/wp/category/vodafone/

Cheers
-Ashok

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