The One Show
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Category
Brand Partnerships
Annual ID
OS24_OH019S
About the Work
Problem:
Network perception is the most critical aspect while considering telecom brands. More so, in Mumbai, with 2X the population of Belgium and 1/50th the size. Despite drastic improvements in network, Vi wasn’t considered as an option among non-users due to past network irregularities. So, Vi decided to improve its perception by improving network experiences across the city of Mumbai.
Cultural Background:
Mumbai is packed with people who are always-on-the-go hustlers, who are also heavy mobile internet users. With heavy usage and a population density of 73000 people per sq. mile - one of the highest in the world - the architecture and infrastructure of the city poses as barrier for telecom sector, with the lengths and breadths, heights and depths of the city being unlike any other in the country.
Creative Idea: Human network tests telecom network.
Vi partnered with a 135 years old, Six-Sigma rated human delivery network to help test, report, improve and certify Vi's network.
For over 2 weeks, the Dabbawalas torture tested our networks with heavy-internet-use-cases including video calling from nooks and crannies, gaming on the go in bustling local trains, streaming heavy media in basements and decrepit parking lots, checking network bars in mezzanine floors within floors, and more. At the end of it, they shared data to help us further improve our network, which ultimately resulted in getting their stamp of approval.
Moreover, to further promote the success of our campaign, we used hyperlocal outdoor, ambient media assets, geo-targeted digital display to boost awareness.
Network perception is the most critical aspect while considering telecom brands. More so, in Mumbai, with 2X the population of Belgium and 1/50th the size. Despite drastic improvements in network, Vi wasn’t considered as an option among non-users due to past network irregularities. So, Vi decided to improve its perception by improving network experiences across the city of Mumbai.
Cultural Background:
Mumbai is packed with people who are always-on-the-go hustlers, who are also heavy mobile internet users. With heavy usage and a population density of 73000 people per sq. mile - one of the highest in the world - the architecture and infrastructure of the city poses as barrier for telecom sector, with the lengths and breadths, heights and depths of the city being unlike any other in the country.
Creative Idea: Human network tests telecom network.
Vi partnered with a 135 years old, Six-Sigma rated human delivery network to help test, report, improve and certify Vi's network.
For over 2 weeks, the Dabbawalas torture tested our networks with heavy-internet-use-cases including video calling from nooks and crannies, gaming on the go in bustling local trains, streaming heavy media in basements and decrepit parking lots, checking network bars in mezzanine floors within floors, and more. At the end of it, they shared data to help us further improve our network, which ultimately resulted in getting their stamp of approval.
Moreover, to further promote the success of our campaign, we used hyperlocal outdoor, ambient media assets, geo-targeted digital display to boost awareness.
2024 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Ogilvy India / Mumbai
Art Director
Maria Sony
Associate Creative Director
Supriya Gharge
Prashant Sukumar
Chief Marketing Officer
Avneesh Khosla
Creative Director
Amritanshu Kaul
Saurabh Narvekar
Sayan Sengupta
Director
Mahesh Gharat
Executive Creative Director
Rohit Dubey
Global Chief Creative Officer
Liz Taylor
Group Creative Director
Nikhil Waradkar
Shahrukh Dandiwala
Producer
Dharam Valia
Siddhartha Artha
Chief Creative Officer, Asia Pacific
Reed Collins
Chief Creative Officer, Ogilvy India
Kainaz Karmakar
Harshad Rajadhyaksha
Sukesh Nayak
Senior Creative Director
Rishabh Dave
Shashank Sharma
Account Supervisor
Ciana Braganza
Associate President, Account Management
Maninder Bali
Client Services Director
Kishor Manjrekar
Executive Chairperson
Hephzibah Pathak
Executive Vice President
Debaleena Ghosh
Sreerupa Banerjee
General Brand Manager
Lavira Fernandez
General Brand Manager Social
Aditya Rana
Head - Experiential Marketing
Krishnakant Mishra
Management supervisor
Mann Parekh
President & Head of Office, Mumbai & Kolkata, Account Management
Hirol Gandhi
Senior Planning Director
Satyaki Purandare
Senior Vice President - Planning
Abir Banerjee
Vice President
Krunal Bhatt
Jessin Joy
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