Talk­ing Point

VODA­FONE AIMS TO HANDHOLD CUS­TOMERS THROUGH THE EX­CIT­ING JOUR­NEY OF TECH AD­VANCES: SU­NIL SOOD FACE­BOOK WANTS TO HELP MAR­KETERS DRIVE PEN­E­TRA­TION AND LOY­ALTY: SAN­DEEP BHUSHAN

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To po­si­tion it­self as a brand that is ready for the ad­vances in tech­nol­ogy in the near fu­ture, Voda­fone has re­vamped its brand po­si­tion­ing with the tagline ‘The Fu­ture is Ex­cit­ing. Ready?’ as well as a new logo. Su­nil Sood, Man­ag­ing Di­rec­tor & Chief Ex­ec­u­tive Of­fi­cer, Voda­fone In­dia and cre­ative part­ner Piyush Pandey, Ex­ec­u­tive Chair­man and Cre­ative Di­rec­tor, Ogilvy & Mather, In­dia and South Asia tell us more.

Su­nil Sood: We are en­ter­ing a new era of dis­rup­tion and col­lab­o­ra­tion, driven by cut­ting-edge tech­nol­ogy like IoT, Cloud, Aug­mented Re­al­ity, bots and ro­bots, among other things, an era when ex­pe­ri­ences make or break busi­nesses. Ev­ery­thing we know is chang­ing for the bet­ter. The crit­i­cal con­nec­tiv­ity layer that tele­coms pro­vide is what pow­ers these changes. We want cus­tomers to em­brace the fu­ture and take a step for­ward to be in tune with the times. We want to po­si­tion our­selves as mod­ern and con­tem­po­rary and a brand that has a progressive view of the world. Our com­mu­ni­ca­tion will po­si­tion us as part­ners with our cus­tomers. We aim to handhold cus­tomers and nav­i­gate them through this new, ex­cit­ing jour­ney.

Piyush Pandey: We have lived with ‘Power to You’ as Voda­fone’s po­si­tion­ing where we tried to hu­man­ize the tagline to the best of our abil­ity.

Our cur­rent po­si­tion­ing, more than just be­ing a change of po­si­tion­ing, is an evo­lu­tion of the phi­los­o­phy from ‘Power to You’ to ‘In­spire You’. ‘Power to You’ was about the known, but ‘In­spir­ing You’ is more about try­ing and find­ing out new things. The more you try and dis­cover, the more you’ll find that we can make it hap­pen. In­ter­na­tion­ally, the brand’s fo­cus is on show­ing the cut­ting edge tech­nol­ogy, to sur­prise peo­ple. It re­tains the soul of Voda­fone.

Su­nil Sood and Piyush Pandey at the event to un­veil Voda­fone’s new po­si­tion­ing

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