While entering a dynamic market in India, the key challenge for a global brand like Vodafone was to target and honour its diversity, while being in sync with its global positioning and communication. While delivering her presentation on “Global branding: How to adapt and succeed in Indian market”, at the Mumbai leg of the Pitch CMO Summit, Anuradha Aggarwal, Vice President, Brand Communication and Insights, Vodafone India said that the challenge for a global brand becomes inevitable when it doesn’t want to apply “identical communications” across the globe but wants to have the “same expressions” everywhere. She said that “Emotions are language agnostic”, which are perceived to reflect the same set of values around the world. Inspite of the challenges, Vodafone, she said, has been able to have a uniform brand identity across the globe with adaptive distinct communication strategies, which are region specific.
Aggarwal believes that “India makes global brands for her own.” However, there has to be a fine balance, between being exclusive and inclusive to satisfy global aspirations, put through a relevant local filter.
“Power to you” the brand philosophy of Vodafone has also helped the brand build some really interesting communication around itself. The pug, meanwhile, has helped it to build the ‘You and I’ connection better with the consumers, which was followed by 'Vodafone Delights'. The campaign that focused on the idea of little things bringing joy in life had an emotional appeal and drew the attention of millions of Indians. Inclusion of Zoozoos in its various properties – right from cricket matches to its latest version of Super Zoozoo that identifies itself with the 3G services, Aggarwal said that Vodafone has truly exemplified that creativity has no citizenship.
As it is believed that product insights travel across; Vodafone has successfully managed to associate itself with the local culture and national passion.
While Jagran was the presenting sponsor of the Pitch CMO Summit 2011, in association with Zee Bangla, the other associate sponsors included Times Television Network and Open magazine.