Mobile Number Portability presents a unique challenge to mobile service operators in India. It presents an opportunity for consumers to churn en masse and its interesting to see marketer’s response. IDEA chose to create dissonance with their Get Idea series. Vodafone India on the other hand has taken a more ‘inclusive’ approach by ‘welcoming everybody’.
‘Everybody’s welcome’ seems like a confident, ‘leadership stance’ kind of statement to make. But there’s no concrete reason provided to consider Vodafone – just relying on the ‘like-ability’ of the advertising. Which is eminently likable – thanks to the pug and the catchy music. But is that enough to sway a potential consumer who now has 3-4 brands to choose from in every circle? Do comment in.