Media ensured that for one day, the viewer would see only Vodafone communication. This was done through a unique, first of its kind alliance with Star Network (India’s largest and most popular TV network). The entire advertising time was bought over for 24 hours across all the 13 channels of the network. This was the world’s first 24 hour TV roadblock.On the entire network, programme time was increased and break time was reduced to enhance viewing pleasure for the consumers.Each break on all the 13 channels carried only Vodafone ads announcing the launch i.e. “Hutch is now Vodafone” commercials. Over 8,000 advertisers were barred from advertising on the network during this activity.

82% people were aware that 'Hutch is Now Vodafone' by the end of the first 24 hours (Source : Vodafone’s Independent Research). This activity achieved the same result with almost 4 times less investment (ROI: 380%)