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Vodafone pledges #FunWithU

The telecom major has launched ‘Vodafone U,’ a service specially targeted at the Indian youth. It offers services like internet, calls, music and experiences

BestMediaInfo Bureau | Mumbai | May 9, 2016


In the very competitive telecommunications space, Vodafone India has continuously strived to improve its services, with new offerings in the market. After launching Vodafone Red in 2014 and Kisaan Mitr, an informative service for farmers in 2015, Vodafone now targets the young audience in India with ‘Vodafone U’.

Vodafone U promises its consumers a service that ensures that they are always connected to their friends and the things they love, so that the “fun” never stops. “Fun, always on with Vodafone U,” jests Sandeep Kataria, Director, Commercial, Vodafone India.

Designed with the youth in mind, Vodafone U offers exciting services for its target audience. Its promotional posters speak of a unique proposition, no other, ‘U’ offers, like internet, calls, music and experience for the youth. ‘Surfing, always on’ reads one of the posters.

While the youth continue to consume a lot of data, Vodafone U will offer a data loan, if they run out of data. The telecom provider doesn’t want the user to be interrupted in his (or her) experience. A user will be able to borrow 60MB of data which will be deducted from the next recharge, since the service is only available to prepaid users.

The service also offers cheap call rates to three Vodafone buddies, free music downloads through the MyVodafone app and a digital and online experience which will have a new look and additional features. Vodafone will also engage with the youth through digital stars. The telecom major has partnered with rap artist, Raftaar, comedian Kanan Gill and popular YouTube channel and content providers, The Viral Fever (TVF).

All three have also come together for the first time to produce a video bringing alive the product features. The brand has already created a buzz on social media with the hashtag #FunWithU before the launch.

Data consumption is known to be higher among the youth. Vodafone U targets the data savvy youth and increase data consumption. It envisages an audience of over 200 million, which may be tapped, of which its prime focus are the 70 million consumers in urban areas.

Speaking of the initiative, Kataria said, “One can choose from 3G and 4G data packs based on their consumption patterns. The data loan is a feature which is introduced so that the user experience is not interrupted.”

He elaborated on the feature that would offer free music to Vodafone’s target audience. “Our system will back track the number and then provide the service. For instance, post-paid consumers cannot avail the Vodafone U as their app will show a different screen. Only prepaid users will get to view the screen. We haven’t thought of extending the service to post-paid consumers yet. So, as of now, only prepaid users, new and existing ones will be upgraded to Vodafone U on the app, giving them access to free music,”Kataria said.

Speaking about Vodafone ‘U’, Arvind Nevatia, National Head, Consumer Marketing, Vodafone India, said, “We have combined the best of Vodafone’s global experience with deep understanding of India to resonate #FunwithU. On offer is a bundle of benefits that will keep the young patrons of Vodafone ‘U’ always connected with friends and fun via the world of internet, voice, music plus exciting digital offers and experiences. Fun is always on for the young as their world of interest, residing in their pocket, will be active, 24X7.”

Launch products under Vodafone ‘U’ start with prepaid plans ? an all-in-one offer with everything that the youth may need. The service offers five benefits, internet (data quotas), calls (special Buddy Call rates), music (access to the Vodafone Music Library to download songs), experiences (exclusive app experience with deals) and more.

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