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Vodafone Idea brings back Asha and Bala to reach out to audiences

Kavita Nair, Chief Digital Transformation and Brand Officer, Vodafone Idea, tells how after the pug and ZooZoos, the couple has become the brand’s assets and helping it to bridge the technology divide between generations

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After engrossing the audiences with its famed pug face and the cute ‘ZooZoos’ for years, Vodafone is again trying to build a strong brand recall with their loved couple — Asha and Bala.

The affable young-at-heart couple has now become the brand’s assets. Having received huge love and success for the couple’s first campaign #MakeTheMostOfNow in 2017, Vodafone Idea, in its new campaign #LiveMore with Vodafone SuperNet 4G, has again brought back the couple.

Kavita Nair

In an interaction with, Kavita Nair, Chief Digital Transformation and Brand Officer, Vodafone Idea, shared how the brand is trying to ride upon its initial success of the campaigns with Asha and Bala and how the couple brings about a strong brand recall.

“Asha and Bala help us in bridging a technology divide and enable our aim of democratising technology. They help drive the point that it’s never too late to live your dreams. Vodafone is privileged to have the lovable 'pug', the playful 'ZooZoos' and the affable young-at-heart couple Asha and Bala as our brand assets. They have become iconic. These characters will connect the most with the audience for our current campaign,” said Nair.

With the #LiveMore campaign, the brand has encouraged everyone to live their dreams using Vodafone SuperNet 4G as an efficient tool. The campaign has four TVCs and three digital ads that narrate the story of Asha and Bala, who are courageous enough to set up a Café at this age and make it a success with the use of simple technology and Vodafone 4G. One of the ads also features Indian pop and playback singer Usha Uthup at Asha’s Kitchen.

Nair said the campaign gave a fresh and authentic approach that resonates strongly with audiences across the country, and tells how simple technology can change people’s lives. The ads communicate the possibilities that technology brings to make their life so much more enjoyable. And who better than the favourite old couple showing the way.

Representing the older set that is not so tech-savvy to the super tech-savvy youth, thereby democratising 4G, the couple reflects the mobile behaviour of even the youth in India.

Conceptualised by Vodafone Idea’s creative agency, Ogilvy & Mather India, the 360-degree high decibel campaign will be extensively seen across diverse mediums such as TV, print, digital and OOH during the next few months.

Effectively targeting its TG, the cellular network brand believes in the power of digital and uses digital medium extensively. Nair said digital provides large-scale platform for not just reaching and engaging with the audience but also helps get a pulse of the audience. Along with digital, it utilises TV, print and OOH as per need of the campaigns.

“We allocate budget based on the campaign requirement as in the business and communication objective, the TG we want to reach, etc. and varies with each campaign,” Nair said.

Talking about the upcoming campaigns, Nair said, “We have a few interesting campaigns coming up through which we will continue to build the core proposition of the brand through storytelling, which is engaging, optimistic and exciting.”

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