India boasts of the largest number of mobile users in the world. Out of which, the prepaid mobile users comprise a large chunk. No wonder, this market sees more than 20 mobile service providers vying for the consumers’ attention. All claiming lowest rates when it comes to call tariffs. Vodafone wanted its own campaign in this category that could break this clutter with designs that could redefine the category.

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 campaign was launched in December and it saw an immediate rise in footfalls across Vodafone stores in the country. Within three months of the launch the prepaid customer base grew by a whopping 8%, which runs into millions in sheer numbers. Besides the sales, the campaign continued the legacy of the Vodafone’s way of life. The characters were loved and became a talking point in everyday conversations.