MUMBAI: Ogilvy & Mather Mumbai office has created a new campaign for the telecom giant Vodafone.

The campaign focuses on the network as it is the single biggest driver of brand choice and the reason for customers exiting from a brand. Hence, communicating ‘network credentials‘ in an evocative and engaging manner, has been a constant endeavor of all telecom brands.

The agency has created a 360 degree campaign that reinforces the network‘s superiority among the users of the Vodafone network and among other operators and gets them to switch to Vodafone through charming slice of life stories.

Keeping this insight in mind that the true test of a good network is its wide reach - availability of a signal at unlikely places, the agency zeroed in on the ‘Made For‘ proposition. The Vodafone network delivers on multiple things that one does in their day to day life.

In the initial phase of market development, Vodafone had decided to focus its communication activities around Vodafone‘s excellent network and connectivity. Hence the agency came up with the tag line, "Wherever you go, our network follows" for the campaign, wherein the pug represented Vodafone‘s network. The campaign made the brand synonymous to an omnipresent network and gave it the stature of a constant companion.

The next round of Network communication happened last year and the focus of the communication was shifted to ‘quality through connectivity and voice clarity‘ establishing the superiority of the Vodafone network.

The current campaign will be an extensive 360 degree campaign that will be led by television. The ‘Made For‘ proposition will also be extended contextually in print, outdoor, digital, radio and on-ground.