|We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.|
Contender: Private recharge services
Brand: Vodafone India
Haruna McWilliams, VP of APAC Strategy, Essence
In a country where over 90% of mobile phones are prepaid*, Vodafone introduced private recharge services to protect women’s mobile phone numbers from “predators” who oftentimes bought the numbers from deceitful recharge outlet owners, so as to harass the women. This is a brand making an actual change to better the lives of people.