Hutch is now vodafone

Hello friends,

We all know that ever since the dog featured in the Ads, India has a larger growth of customer base or should I say fan following emerging for the dog then the Hutch connections itself.yes I am talking about Vodafone.Hutch is now Vodafone. this blog is all about review of high voltage and much awaited advertisement hutch is now Vodafone. As a management students or professionals we must know that what is the advertisement expenses and which company is created this beautiful advertisement.before going to review,lets know about history of Vodafone.

History:

Vodafone started as Racal Vodafone in 1982.and It was renamed Racal Telecom in September 1988.In 1991, Racal Telecom was demerged from Racal Electronics to become the Vodafone Group plc.On 29thJune 1999, Vodafone completed acquisition of AirTouch Communications of the US and renamed itself Vodafone Airtouch plc. Exactly one year later, on 28th July, 2000 it reverted to its former name, Vodafone Group plc.

Vodafone India:

On 11 February 2007,Vodafone agreed to acquire the controlling interest of 67% held by Li Ka Shing Holdings in Hutch-Essar for US$11.1 billion, pipping Hinduja Group, and Essar Group, which is the owner of the remaining 33%. The whole company is valued at USD 18.8 billion .The marketing brand was official changed to Vodafone on 20 sep. 2007.

Why take over:

Vodafone need -

Vodafone wants to expand into the Asian markets. India has 2^nd largest market for mobile. It is growing at the rate of 6 million subscribers per month.

hutch want to sell –

Major Reasons for sell are :

Hutch-Essar : mutual distrust

The right time to quit Indian operations to finance other operations. Li Ka-Shing was the 10th richest man globally in 2006. In the early 1990s, he sold his stake in Star TV to Rupert Murdoch for $825 million.

Advertising Campaigns in India:

• Vodafone’s 24-hour campaign on STAR India

• Star studded field for Vodafone Delhi Half Marathon

• Vodafone and Coke joined 9XM as platinum sponsors

• IPL: Vodafone Essar is official telecom partner

• Unlimited Talk Time for Puzzles at Vodafone

Re branding campaign

• Tagline – “Change is good...” Baseline - “Hutch is now Vodafone”

• “Wherever you go our network follows..” To “Make the most of now..”

Re branding….

¨ On September 20,2007 Hutch becomes Vodafone in one of the biggest brand transition exercises in recent times.

¨ Vodafone Essar is spending somewhere in the region of Rs 250 crores on this high-profile transition being unveiled today. Along with the transition, cheap cell phones have been launched in the Indian market under the Vodafone brand. There are plans to launch co-branded handsets sourced from global vendors as well.

¨ Now they are back with new ad - the same pug but this time with a girl with pug following the girl wherever she goes.

¨ And the theme song is changed to 'Everyday I want to fly', which is soothing too like the former. You might remember the old Hutch song 'You and I, in this beautiful world'. This new ad is one of greatest ad in india.

Why use of pug by Vodafone??

Ø Considering the fact that Hutch was a well loved brand in India and one of the factor’s of its popularity was the pug.

Ø The basic idea was to ensure that people don’t forget the old brand; rather, they welcome the new one as an improvement over the old and wanted the customers to know that this brand just got better.

Ø And to show this transition it started with the ad with a direct and thematic of pug in the garden with the concluding tagline “Change is good, Hutch is now Vodafone”.

Vodafone’s 24-hour campaign on STAR India

¨ Vodafone collaborated with STAR channel, the leading television network in India, to launch a massive 24-hour nationwide rebranding campaign.

¨ Vodafone used all of the commercial airtime across the STAR India network from 9 p.m. on 20^th September, 2007 to 9 p.m. on 21^st September, 2007 to run TV commercials.

¨ The 13 channels from the STAR bouquet included STAR Plus, STAR One, STAR Gold, STAR Movies, STAR World, Channel [V], STAR Utsav, Vijay, STAR News, STAR Ananda, STAR Majha, National Geographic channel and History channel.

Advt. effect

• The article reportedly says that after the ad aired on T.V the breed become so popular that almost 50,000 pups were sold.

SNAPSHOT

v Brand Name: Vodafone.

v Ad Agency: O&M.

v Category: Telecommunication.

v Tag line: Happy to help.

So friends this high profile 250 crore brand campaign by Vodafone really touched the heart of Indian people with the same pug but this time cute baby won the heart .

hope this information will help you in reviewing further ads.I want your suggestions for further improvement. feel free contact at dhuvad.2004@gmail.com or dhuvadj@nsbindia.org for further help or detailed information.