It won’t be wrong to say that 1.2 billion Indians are actually 1.2 billion characters. All characters are little stories in themselves. Thus, we decided to use these everyday characters to communicate the benefit of all the products that Vodafone had to offer. To bring out these stories we chose the distinct visual language of paper-art. One that is completely new in this category. Not only is it simple, childlike and fun, it also appeals to the craft loving Indian psyche. The rich colours celebrate the vibrancy of Indian way of life.
Vodafone in India is massive with total number of 141,519,840 subscribers i.e. 21.54% of the total 657,158,013 Indian mobile phone subscribers. With 29 states in India, it was challenging to come up with one communication style that would appeal to all different consumers across all states. This campaign not only solved this problem but also proved to be immensely effective, in fact it is still in use after more than five successful years.
All began with this doodle. Enjoy!
This campaign was done at Ogilvy Delhi around 2009 with my CD Preeti Koul Chaudhry, ECD Ajay Gahlaut and copy partner Umesh. I illustrated/crafted around 15 of these paper art works, later I involved a friend and illustrator Manoj Sharma to help us make few more.
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