Vodafone U, the digital-first engagement platform, has launched a new marketing campaign to welcome college students to the new academic year. The campaign features social media sensation Mithila Palkar in a web series ‘Mithila’s SortCuts’, where she connects with the young folks and shares some interesting tips to make college life #SortedHai.
A series of fun yet pocket-friendly tips on college life, #SortedHai is conceptualised on a commonly used hook phrase among the youth. The first webisode ‘Having Friends Over’ caters to the partying needs of college students. With Vodafone’s latest proposition of 50% off on Amazon Prime subscription, Mithila shares tips on having movie nights, #SortedHai, with Vodafone U.
Apart from this offer, there are also many other exciting offers available to young consumers every Wednesday, Thursday and Friday in both the phone recharges as well as deals in F&B, Fashion and other youth-centric spaces.
To ensure maximum connect with youngsters, the campaign is live on digital platforms such as Facebook and Instagram. Vodafone U will also engage with college students at their campuses to further amplify the #SortedHai messaging.
Siddharth Banerjee, EVP, Marketing, Vodafone India, said, “As youngsters most of us have faced challenges of coping with a new academic year and looked for some resourceful hacks. Taking this insight, #SortedHai campaign aims to engage with youngsters to help them make the most of their campus life with some exciting propositions under the Vodafone U umbrella. Mithila Palkar represents the mobile-savvy youth and helps us engage with the college students digitally.”
Talking about the insight and creative thought, Kiran Antony, ECD, Ogilvy & Mather, said, “The youth today have limited pocket money and plenty of wishes. Vodafone U enables them through relevant offers, to experience most of it. We tapped into the social currency of today’s youth, our campaign idea #SortedHai is based on this understanding.”