Maxus ESP gives Vodafone 3G's 'Speed is Good' campaign a digital boost

Culture Machine's YouTube star, Being Indian, has been roped in to turbo-charge the campaign with viral content for greater reach

BestMediaInfo Bureau | Mumbai | June 4, 2015

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Maxus ESP has initiated a brand new content project partnering digital video entertainment company Culture Machine with Vodafone for its 3G campaign, titled 'Speed is Good'. They roped in YouTube star 'Being Indian', who intelligently placed them for content on fast Internet in a video titled 'Mumbai on #SpeedisGood'. This co-branded video has already garnered half a million views in a week.

The Vodafone 3G campaign, which was rolled out during the Pepsi IPL 2015 tournament, has already struck a popular chord with the audiences looking for high speed uninterrupted Internet availability.

The 'Speed is Good' campaign aims at articulating speed with the benefit of the fastest 3G network, substantiated with hard functional claims basis an analysis of Ookla speed test data during the period September 2014 to February 2015. The data revealed that the Vodafone network allows 22 per cent faster download and 43 per cent faster upload experience with its 3G data network compared to the next best operator.

Shailja Saraswati, Regional Director - Content (South East Asia & South Asia), Maxus ESP, elaborated, “We are looking to amplify the connection between speed and Vodafone through digital content to bring out the concept of 'Speed is Good'. Given the popularity of the YouTube sensation, Being Indian, we have designed the campaign to reach out to a wider audience. We also collaborated with Big FM and helped to create the 'Speed is Good' philosophy using the programming framework of the radio station. There was a spike in participation when the radio campaign went live and it was attributed as one of the many factors for success. With the campaign now taking a digital course, the Vodafone 3G Speed is Good campaign is all set to capture more hearts.”

Ronita Mitra

Echoing similar sentiments about the campaign, Ronita Mitra, Senior Vice-President, Brand Communications and Insights, Vodafone India, said, “For Vodafone, youth is a significant component of our target audience. For this generation, their smartphones and mobile Internet are their primary source of content consumption. The YouTube stars are very popular and command a huge fan following. As part of our 360-degree campaign for 'Speed is Good', we co-created content with Being Indian, a very popular YouTube channel to connect with the youth.”

Siddharth Narula, President - Revenue, Culture Machine Media, added here, “Culture Machine, via its O&O Channel Being Indian, is proud to associate with Vodafone. India is going through a major transformation in terms of data availability and data usage and it made perfect sense to understand what the audience of Being Indian want. Consumption of content on mobile – be it video, social or apps – has never been higher and super-fast data speed is the right dose that these kids need and they unanimously declared 'Speed is Good'.”

The Video:

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