New Delhi, Sept 19 (UNI) Telecom major Vodafone has partnered with Star India and will use the 13 channels of Rupert Murdoch in India to promote its brand.
Vodafone will use all of the commercial airtime across the Star India network from 2100 hrs on September 20 to 2100 hrs on September 21 to run TV commercials, transition bumpers and contest spots to promote the Vodafone Essar brand, it said in a statement.
The deal will enable Vodafone to reach 63 million viewers across 13 channels in five languages (Hindi, Tamil, Bengali, Marathi and English).
''This is an idea whose time has come. It take a great mobile company and a great broadcasting network to change the way communication solutions are offered to clients,'' Star India Chief Operating Officer Uday Shankar said.
Maxus Managing Director Ajit Varghese said, ''Conventionally awareness for a new brand takes some time to build. However, Vodafone wanted to achieve this task at the shortest possible time. Maxus and Star network worked closely to address this challenge and came up with the idea wherein during the day of the launch a complete roadblock on the Star network channels was conceptualised.'' The move comes close on the heels of UK-based mobile communication company Vodafone annoucing its rebranding exercise on September 21.
Vodafone has a controlling stake in the Hutchison-Essar India operation where it picked up 67 per cent stake earlier this year. The company was formally renamed Vodafone Essar.
As part of the brand change, Hutch will be transitioned to Vodafone across India over the next few weeks.