At the recently concluded Surajkund Crafts Mela, Vodafone, with its creative agency Ogilvy, put up a concept to promote culture and heritage, highlighting Vodafone's green initiatives and positioning Vodafone as a responsible corporate.
The fair, held at Surajkund, Haryana, from February 01-15, saw approximately 50,000 visitors per day from Delhi and NCR. Artisans and craftsmen from all over the country participated in the fair, which showcased different art forms and crafts at 400 stalls. Every year, the fair has different themes. The theme for this year was Andhra Pradesh.
Vodafone employees also performed a 'nukkad natak' at the fair's 'chaupal' area to highlight issues such as AIDS, road safety and so on. After the culmination of the fair, Vodafone's employees conducted a 'Clean Up Drive' as part of their employee engagement programme.
Talking about the initiative, Rajiv Kohli, chief executive officer, Delhi NCR Circle, Vodafone, says, "We have been associated with Surajkund for five years in a row. Our motive is to connect with our customers and, of course, provide encouragement to the craftsmen participating in the fair from across the country."
Speaking about the creatives made for Vodafone, Ajay Gahlaut, executive creative director, Ogilvy India says, "We wanted to bring alive the meeting point of culture and various art forms. In Surajkund, one finds a confluence of art forms. Thus, 'Kala ka Sangam' was apt to describe this art mela. And we found an endearing way to show it -- paper toys. Not to mention, this interesting craft technique is also easily understood by everyone."
"Each visual of the paper toys we created is a story in itself -- the story of Kala ka Sangam -- Mr Kathputli meets Mr Kathakali in Surajkund," he adds.
Kohli concludes, "Though we are a telecom service provider, this platform helps Vodafone reach a larger audience and create an emotional connect with them. We feel highlighting the cultural heritage of our country is a part of our duty, too."