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Ogilvy & Vodafone Create An Interesting Concept For Surajkund Mela

Reinforcing Vodafone as a brand that adds value to the lives of customers through customer centric initiatives.

Ogilvy & Vodafone Create An Interesting Concept For Surajkund Mela

Reinforcing Vodafone as a brand that adds value to the lives of customers through customer centric initiatives.

Rajat Arora | Delhi | February 16, 2011

As spring glides in, full of tenderness and vibrancy leaving the grey winter behind, Surajkund adorns itself with colourful traditional crafts of India. Craftsmen from all over the country assemble at Surajkund during the first fortnight of February to participate in the annual celebration known as the Surajkund Crafts Mela. This Mela (fair) is a meeting ground for talented artists, painters, weavers, sculptors and craftsmen from all over India who exhibit their creations for the arts and crafts lovers who come from the world over to admire and acquire these creations. Surajkund (literally, 'Lake of the Sun') is a dusty little town in Haryana, on the outskirts of Delhi. Every year, February 1-15, it gets transformed into a sprawling and comprehensive craftsmen's village. The Surajkund Mela is not just the biggest artisans fair in the country; it is also unique as there are different themes to the fair every year. So, nobody can say, "I've been to it," and ignore this celebration of the essence of Indian culture and traditional crafts.

The Mela experiences a footfall of approximately 50,000 people per day from Delhi and NCR region. The theme of the mela this year is Andhra Pradesh.

Vodafone did various customer centric initiatives such as PCO booths and various interactive activities. In addition to this, Vodafone also provided E-ricks around the Mela to offer ferry rides for the convenience of the visitors.

E-ricks are environment friendly battery operated rickshaws that were developed by Eco Activate. These ricks were introduced in Delhi in August 2010. Honorable Chief Minister of Delhi; Smt. Shiela Dikshit flagged-off the E-rick and announce the launch in the capital.

Vodafone employees performed a nukkad natak at the Chaupal area in the mela. The play brings to light various issues affecting the society.

Clean Up Drive is also being planned by the Vodafone Employees to ensure a clean environment post the culmination of the Mela.


The theme that changes every year, works on two levels. First, it has a state theme, which dictates the look of the entrance, the fair grounds, and the setting. One can get the specific ambience of the particular state-the characteristic colors, materials, architecture, furniture and decorations. The other is less cosmetic and more purposeful-each year highlights one craft, and about half the stalls are dedicated to that. And there are a total of about 400 stalls.

For instance, if the theme is pottery/terracotta, stalls display various kinds of pottery and clay craft available in the country. The stalls also function as workshops, where artisans from all over the country make their wares: pots, vases, urns, molded images, trinkets.

Brand Association

In India, every state represents its own culture through different art forms and we all know how much we enjoy being part of it. This is exactly why Vodafone has been promoting art & culture in India through long-term partnerships with eminent local cultural institutions and events. Being a telecom service provider, this platform helps Vodafone reach a larger audience and connect with them. It’s happening quite successfully for the 5th consecutive year.


1. To reinforce Vodafone as a brand that adds value to the lives of its customers through its customer centric initiatives like association with platforms like Suraj Kund Mela 2. Position Vodafone as a responsible corporate, actively contributing to the conservation of Indian artisans 3. Share insights into Green Initiatives by Vodafone

o        E-ricks – Eco friendly mode of transport

o        “Clean Up Drive” – Employee Engagement Program

What makes it even more special?

This is the public anticipation to something new and exciting each year. One can trace this trend to the very beginning of the Vodafone-Surajkund association.

The same spirit was carried forward this year.

As we know, at Surajkund mela, artists from different regions, cultures and states display their rich craft traditions. Here, one finds a confluence of art forms, thus, “Kala ka sangam” was quite apt to describe this art mela. And we found an endearing way to show it – paper toys. Not to mention, this interesting craft technique is also easily understood by everyone.

Each visual of the paper toys is a story in itself; the story of Kala ka Sangam. i.e., Mr. Kathputli meets Mr. Kathakalli in Surajkund



Client - Vodafone Delhi

Campaign - Vodafone Surajkund Mela 2011

Credits - Ogilvy Delhi

Creative team

Ajay Gahlaut (ECD)

Preeti Koul Choudhary (ACD)

Nasheet Shadani (Art) & Umesh Grover (Copy)

Account Management team

Sudhir Sahni (President - Advertising)

Sharmista Dev (Senior VP and Brand Team Leader)

Jeevendra Srivastava (CSD)

Pawan Bhatt (AD)

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