Telecommunications major Vodafone has called for a global media pitch, which is currently underway. The media buying and planning account is estimated to be around £620 million.
Maxus handles the media duties of the brand in India. The Maxus-Vodafone partnership goes back several years; Maxus has been the custodian of the media business in India since the time the agency was called Maximize. The brand was then called Orange. Hutch had moved the Loop Mobile business, formerly known as BPL Mobile, to Maxus following Hutchison Essar’s acquisition of BPL Mobile Cellular in March 2006. After the Vodafone buyout of Hutch in India, Maxus was the driving force behind the rebranding of Hutch to Vodafone in 2007.
The agency took a different route and viewers witnessed a roadblock campaign, which entailed a 24-hour roadblock on all the 13 STAR India television channels, wherein only Vodafone ads played during the ad breaks, all announcing the transition. This was supplemented in an aggressive print campaign of rebranding ads in around 47 dailies nationally.
Similarly, media activities were replicated for outdoor and radio as well. The campaign is the best remembered campaign done by the agency for the brand and was recognised and awarded at various forums.
In 2009, Maxus managed to retain the business in India despite OMD having won the brand’s duties in other key global markets.
Maxus’ recent work for the brand includes a 360-degree interactive Vodafone Fan Photo, which aimed to create engagement and interaction with consumers during the Indian Premier League series last year.
Ogilvy & Mather is currently handling the creative duties of the brand in India.