The Red Revolution

Vodafone is finally here. The transition has begun and its very evident. I am just seeing that Vodafone is painting the whole city RED.

First it was Maxtouch. Then it became Orange in 1999 - the color was orange, changed to Hutch in 2002, but still retained its color. Later in 2005 it became pink and now its RED.

The Pug is still around and now its inside a red colored kennel. Imagine the kind of branding exercise that needs to happen for such a transformation. So many million subscribers and there shouldnt be any trouble. Hutch is India's second largest mobile phone operator and Vodafone is the world's largest mobile phone operator. The branding makeover is estimated to cost the company atleast INR 500 crores.

What I like about Vodafone is the simplicity and the message in their ads. I remember this one ad I have seen in the UK and it was just amazing.



Consumers want to get more out of the present moment, and Vodafone can enrich that experience with its products and services. A campaign thought that was encapsulated in the ‘make the most of Now’ endline. This TV execution launches the Now campaign using an analogy of someone who has to make the most out of the present moment - the Mayfly.