Vodafone, which is rebranding from Hutch Essar to Vodafone Essar following its purchase of a controlling interest in Hutchison Essar, booked all commercial airtime across the Star India network from 9pm on 20 September for one full day. The deal covered 13 channels in five languages.
“The approach was to look to maximise recall from day one,” Ajay Verghese, MD at Maxus, the agency behind the idea. “In today’s environment, the point was to get all the eyeballs on the leader channel, without any clutter, fragmentation or competition.
The idea was to target awareness from day one and ensure that the message should be recalled, registered and the call for action should happen in that one single day.”
