OgilvyOne offer Vodafone devotional musical earmuffs at the Maha Kumbh Mela festival in India
During the winter of January 2013, Vodafone India ran a campaign to spread awareness about its range of Value Added Services, at the Maha Kumbh Mela – the largest religious festival in the world, visited by over 100 million people.
In keeping with the mood of the festival, it was decided to promote Devotional Music from Vodafone’s repertoire of Value Added Services. To do this, OgilvyAction India embedded a devotional music player into a vital winter accessory: earmuffs.
These Musical Earmuffs were branded with the Vodafone logo and a message that instructed people to ‘Dial 123 to listen to devotional songs’.
Vipul Salve, NCD, OgilvyAction said, “I like the fact that the idea we developed for Vodafone was not just a perfect fit with the brand’s personality but also connected beautifully with the audience we were talking to at the Maha Kumbh Mela. It just worked. I saw people’s reactions with my own eyes. It was a great experience, both as an advertiser and as a human being.”
Thousands of Vodafone Musical Earmuffs were distributed to people from diverse socio-economic backgrounds. Helping the brand reach out to some of the most inaccessible sections of Indian society, at a fraction of the cost.
Samir Gupte, President – Ogilvy Action & Country Head – Outreach & Live said, “We believe that the best way to connect with consumers is to move beyond brand expectations and look at consumer expectations. There has to be a marriage of both. The musical earmuff is a clear example of how a brand can add value in a meaningful way and be a part of people’s daily life”.
Credits – President – Ogilvy Action & Country Head – Outreach & Live: Samir Gupte. National Creative Director: Vipul Salvi. Client Servicing: Tarun Gupta, Sandesh Chavan. Production House: @infiniti films. Director: Vishal Mangalorkar. Producer: Pria Mundra. Director of Photography: Karthik Ganesh. Editor: Rizwan Maple. Music: Sachin Mittra. Fabricator: Jay Sinha. Client Marketing Team: Vikram Passi, Royce Nair.