In an attempt to reach out to its existing and prospective pre-paid base, Vodafone Delhi launched an experimental initiative called 'Vodafone Bazaar', which targetted the economically weaker segment of Delhi. 'Vodafone Bazaar' was rolled out to bring in the feel of a marketplace to the brand, so as to establish a deeper connect with the target audience, in this case, slum dwellers and migrant labourers who are from the lower strata of society and depend heavily on small paper recharges to connect with their families outside the Delhi NCR region.
'Vodafone bazaar' was rolled out in May 2014, as a long-term initiative, and has since been organised in places such as Noida sector 76, Sarita Vihar, Faridabad, two locations in Gurgaon, Nazafgarh, Narella, and Loni. The next one is being set up during the festive season of Diwali, in the Nizamuddin area of Delhi.
As part of the activity, the brand has also invited people to participate in lucky draws by signing up for a new Vodafone pre-paid connection or a pre-paid recharge, as low as Rs 10 or Rs 5 for existing Vodafone customers. Daily winners are rewarded in the form of groceries such as wheat flour, eggs, oil, sugar and rice.
To ensure that 'Vodafone Bazaar' has the same excitement as a real marketplace, it is promoted locally through van announcements, music and similar activities of interest to local residents. Other formats used are flyers, POP (Point-of-Purchase), transit media and banners.
The initiative has also helped the telecom service provider showcase its key offerings including the M-Pesa, *121# offers, double validity, double data, all in one offers and more.
The key message that the brand wants to deliver through this activity is that Vodafone caters to the needs of people coming from all strata of society with a variety of offers easily available on 121.
The Vodafone Bazaars have so far been organised for 16 days in different locations. The brand claims that the activity has generated a total of 1,567 engagements, with 823 recharges and 274 new connections.