Network perception is crucial while considering telecom brands. More so in Mumbai, with 2X the population of Belgium and 1/50th the size. Despite improvements, Vi wasn’t considered as an option among non-users due to past network irregularities.

Vi needed a compelling demonstration of improved network to bridge the trust-deficit within non-users. But this was a challenge, since the usual third-party claims approach was passé.

In accordance, we created a unique network proof-point with Six-Sigma rated human network of Dabbawalas, which rejuvenated our network perception, boosted sentiments, and increased consideration among non-users leading to 66% growth in port-ins from the competition.

Two erstwhile leaders, Vodafone India and Idea Cellular, merged their services to strengthen their presence in the telecom category together in 2017, giving birth to Vi.

While the intent was to improve network experiences, the overhauling integration created major network lapses which lasted for nearly 2 years. This created a lot of disappointment among people, leading to a steep drop in perception and belief in Vi, with Mumbai facing immense network irregularities.

Mumbai was an important market for the sector but also a big challenge, not just because of high density of users but also because of their heavy usage. To put things into perspective, Mumbai city has double the population of Belgium despite being 50 times smaller in size than the country.

Mumbai, a city with double the population of Belgium despite being 50 times smaller in size than the country, was packed with people who were always-on-the-go hustlers, who were also heavy mobile internet users.

And if heavy usage and a population density of 73000 people per sq. mile, one of the highest in the world, the architecture and infrastructure of the city also was a barrier for telecom sector, with the lengths and breadths, heights and depths of the city, being unlike any other in the country.

Vi had long since improved its network experience especially in Mumbai, with a network availability of 99.74%, the best it had ever been. And this had also resulted in complains per 1000 customers decreasing by a whopping 35.1% YoY over the last few years, and user churn and port-outs from our brand had drastically reduced quarter-on-quarter. It was safe to say that after a long and difficult time, Vi had finally made their users happy.

But while we had turned the tide with our users, the prejudice among non-users was still quite prevalent.

Ideally, third-party tests are the perfect direction, but previous industry practices were resigned to the done-to-death speed tests to determine network performance.

In our search for innovative solutions to deliver compelling evidence that would challenge prejudice among non-users, we struck upon an interesting network of people who could help – The Dabbawalas.

Dabbawalas are a 135-year-old human network with a six-sigma rating, meaning they’d an error rate of one in six million deliveries proving that Dabbawalas were a beacon of efficiency. At the same time, Dabbawalas traversed the skyscrapers and slums, highways and narrow lanes of Mumbai's dense, cobweb-like sprawl every day, to pick up and deliver 200,000+ home-cooked meals.

They knew Mumbai from a humane perspective that surpasses any AI or science-backed understanding.

Who better than this local, recognizable analogue network known for its efficiency, to work as social proof and demonstrate/certify our improved network experience in Mumbai?

Human network tests telecom network.

For over 2 weeks, The Dabbawala’s partnered with our engineers to test, report, improve and certify our network. They torture tested our networks with heavy-internet-use-cases including video calling from nooks and crannies, gaming on the go in bustling local trains, streaming heavy media in basements and decrepit parking lots, checking network bars in mezzanine floors within floors, and more. At the end of it, when they shared data to help us further improve our network, which ultimately resulted in getting their stamp of approval.

To further promote the success of our campaign, we used hyperlocal outdoor, ambient media assets, geo-targeted digital display to boost awareness.

This campaign flipped the narrative and created a new, innovative social proof – an analog (human) network famous the world over for their efficiency, testing a digital network in the ultimate social proof.

And as a result of the campaign,

Vi’s Network Quality Perception took a massive boost.

“Is a fast and reliable network” perception grew by 500 BPS.

“Has good network coverage” perception grew by 500 BPS.

“Provides consistent internet connectivity” perception grew by 400 BPS.

Improved positive social sentiment for the brand by 32%.

Not only did Vi arrest decline in consideration amongst competition users but it grew by 400 BPS.

66% more incremental port-ins from competition in Mumbai which included, 4 Mn incremental ULD recharges and 2 Mn incremental first recharges.

The campaign also received a whopping 42.6 million views across platforms.

A mammoth 5,900+ conversations and 206,300+ engagement across platforms

None.