Vodafone goes ‘cycling’ and ‘boating’ down South

Bates Landscape has created two OOH innovations for Vodafone - one in Mysore and the other in Hyderabad.

'Cycle to light up the Mysore Palace' is an initiative launched to spread awareness and promote cycling in Mysore. To get the message across, Vodafone picked a non-lit OOH site at Ballal Circle, a busy area in Mysore, and built backlit boxes for a hoarding featuring the Mysore Palace. A cycle was placed in the front of the hoarding. Vodafone appointed promoters to pedal the cycle, by which the power generated lit up the boxes on the hoarding. Besides this hoarding with the cycle-powered lighting, the campaign employed several hoardings across Mysore.

Apoorva Mehrotra, business head, Karnataka, Vodafone, said, “Vodafone as a value-based organisation is passionate about people and committed to achieve the highest standards of health, safety and well being in and around our working environment. ‘Cycle to light up the Mysore Palace’ is our innovative and eco-friendly gesture towards this cause. The thought of live hoarding was very innovative and eye catching. It communicated the thought that you can light up the palace by cycling to the audience beautifully.”

Vodafone sprung another OOH innovation at Hyderabad during the festival of Theppoutsvam (performed on Dussehra). Theppoutsvam is a boat festival during which presiding deities are taken out in a procession on a boat on the river Krishna in the evening. Vodafone released a campaign to amplify the concept of Theppoutsvam of Vijaywada Kanaka Durga – an innovation features the Theppoutsvam Boat moving within an OOH site, on the Foot over Bridge (FOB) at Banjara Hills, Hyderabad.

Mandeep Bhatia, business head,  Andhra Pradesh, Vodafone, said, “Vodafone and innovation are closely interlinked, be it in terms of our creative campaigns or the products and services we offer to customers. This innovation was done in AP and helped us get great exposure for our pre-paid offers. Widespread reach has been provided to the campaign through other billboards also.”