OgilvyAction used a vital winter accessory – earmuffs – as a player and embedded devotional music into it
BestMediaInfo Bureau | Delhi | March 11, 2013
During January 2013, Vodafone India ran a campaign to spread awareness about its range of Value Added Services at the Maha Kumbh Mela, the largest religious festival in the world, visited by over 100 million people. In keeping with the mood of the festival, it was decided to promote devotional music from Vodafone's repertoire of Value Added Services.
To do this activation, OglilvyAction used a vital winter accessory – earmuffs – as a player and embedded devotional music into it. OgilvyAction is the global brand activation network of Ogilvy & Mather. These musical earmuffs were branded with the Vodafone logo and a message that instructed people to 'Dial 123 to listen to devotional songs'.
Vipul Salve, NCD, OgilvyAction, said, “I like the fact that the idea we developed for Vodafone was not just a perfect fit with the brand's personality but also connected beautifully with the audience we were talking to at the Maha Kumbh Mela. It just worked! We saw people's reactions with our own eyes. It was a great experience, both as an advertiser and as a human being.”
Thousands of Vodafone musical earmuffs were distributed to people from diverse socio-economic backgrounds visiting the Maha Kumbh Mela, helping the brand reach out to some of the most inaccessible sections of Indian society – at a fraction of the cost.
Samir Gupte, President, OgilvyAction & Country Head - Outreach & Live, commented, “We believe that the best way to connect with consumers is to move beyond brand expectations and look at consumer expectations. There has to be a marriage of both. The musical earmuff is a clear example of how a brand can add value in a meaningful way and be a part of people's daily life.”
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