Vodafone-U: New mobile destination for 200mn Indian youth

Cool hangout plus unique content plus no preaching is what will work with Indianimage009 youth, which is increasingly hanging out with its dearest pal, the mobile device, and with likeminded friends. Give them a hangout, let them discover it, and let these socially  active, rapidly growing and increasingly demanding young audiences who are now every marketer’s dream, discover, check out – and hopefully — mentally bookmark the platform and tell friends about it.

Image-for-Raftaar-TVC-Rakan Gill-at-Vodafone-U-launch-Mediabrief.com
Raftaar, TVF and Kanan Gill at the Vodafone U do

That obviously seems to be the philosophy behind Vodafone’s new youth hangout, Vodafone-U, which a company press release describes as “a unique … first of its kind, lifestyle proposition” designed especially for Young Indians… a dynamic proposition, perfectly poised to be the ‘Connector’, ‘Enabler’ and ‘Entertainer’ by offering a wide array benefits, delivered digitally and accessible via the mobile to stay always connected with friends, fun and the internet.”

Vodafone India already has over 194 million customers. The captive user base is a good opportunity for Vodafone-U, which, if properly executed, will help youth engagement and the retention and growth of the Vodafone customer base, and increase ARPUs through allied marketing and sales opportunities for partner brands and own initiatives. Just so long as Vodafone remembers that 74% of Digital Natives dislike brands barking at them through ads in their social media feeds.

Sandeep Kataria, Director – Commercial, Arvind Nevatia – Senior VP, Consumer Segment - Marketing  and Siddharth Banerjee - National Head, Brand Communication & Insights - Vodafone India unveil Vodafone ‘U’
Sandeep Kataria, Director – Commercial, Arvind Nevatia – Senior VP, Consumer Segment – Marketing and Siddharth Banerjee – National Head, Brand Communication & Insights – Vodafone India unveil Vodafone ‘U’

Saying that the mobile phone plays a central role the lives of the 200-million-strong Indian youth “both as a command center as well as a companion”, Sandeep Kataria, Vodafone India’s Director – Commercial, said “Vodafone ‘U’ is designed to facilitate better, this unique relationship between the youth and their mobile in a seamless and enriching way.”

Arvind Nevatia, National Head – Consumer Marketing, Vodafone India, went beyond corporate gyaan to the specifics of the in new offering. He said, Vodafone-U offers a bundle of benefits that will keep the young patrons of Vodafone ‘U’ always connected with friends and fun via the world of internet, voice, music plus exciting digital offers and experiences,” to resonate  #FunWithYou.

Vodafone India already has a huge customer base across the country – over 194 million customers with over 100 million in rural areas, providing total telecommunications solutions across mobility and wireline platforms through a comprehensive portfolio of technologies – 2G, 3G & 4G. The captive user base is a good opportunity for this new platform. Properly executed, Vodafone-U represents not only a good opportunity to help youth engagement and the retention and growth of the Vodafone customer base, but also to increase ARPUs through allied marketing and sales opportunities for partner brands and own initiatives. Just so long as Vodafone remembers that 74% of Digital Natives dislike brands barking at them through ads in their social media feeds. 

Collaborative content by three young entertainers –Kanan Gill, Raftaar and TVF – marked the rollout of the Vodafone U brand and marketing campaign. Exclusive digital assets have been integrated with the MyVodafone App to make the user experience richer.

Launch products under Vodafone ‘U’ start with prepaid plans –  an all-in-one offer with everthing that the youth need. Five benefits –   Internet (Data quotas), Calls (Special Buddy Call rates), Music (Access to the Vodafone Music Library to download songs), Experiences and Lot’s more (Exclusive app experience with deals and more).

Vodafone-U product information

VODAFONE U – Pack AVODAFONE U – Pack B
First Time Pack (for first time users of Vodafone)Recharge Pack (for existing Users)
LargeSmallLargeSmall
Price (Rs)287-33987-93Price (Rs)287-335177-198
Data -3G/4G (MB)800100Data -3G/4G (MB)800300
Night Data -3G/4G (MB)20075Night Data -3G/4G (MB)200150
Talk Time (Rs)1510Talk Time (Rs)1515
Validity (days)2814Validity (days)2814
Special Benefits on both packsSpecial Benefits on both packs
3 Buddy Lifelines@ 20p/min3 Buddy Lifelines@ 20p/min
Data Loan -3G/4G60MBData Loan -3G/4G60MB
Vodafone Music2 months Free subscription* from MyVodafone AppVodafone Music2 months Free subscription* from MyVodafone App

Note: Prices indicated vary for each circle but are within the range indicated. Please check www.Vodafone.in/U  *data charges apply

Fun Features of Vodafone ‘U’ 

(for pre-paid users)

  • Data Allowance: To keep surfing day and night, get a separate night allowance so that you don’t have to miss out on single moment of fun.
  • 3 Buddy Lifelines: Share the finer details of every story with your best buds. Not 1, not 2, call 3 of your best buddies at a special call rate of 20p/min
  • Data Loan: Run out of pocket money and data? We can help you with one at least. Breathe easy with data loan of 60MB of 3G/4G for 2 days, when you need it most.
  • Music, always on: Uplift your mood or tend to a broken heart with just the right kind of music. Get unlimited free music downloads* for 2 months.

What do you think of Vodafone-U? Please share your comments.

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