Since most major brands used mainstream media vehicles to connect with consumers during the New Year, Vodafone’s targeted direct marketing efforts easily stood out. The novelty of our dual-purpose ‘Saree Calendars’ struck the right chords by capturing the spirit of doing something new at the beginning of the year.

And apart from achieving marketing and result oriented victories, Vodafone was extremely proud to be able to stand by the struggling and dwindling handloom weavers of West Bengal. The 2,000 ‘Saree Calendars’ commissioned gave a healthy boost to the otherwise meagre economy of the handloom industry.

Each of the 2,000 recipients loved our mailer. Vodafone offices in West Bengal received over 700 calls, enquiring about means of procuring more ‘Saree Calendars’. With this direct mailer that they would go on to treasure for much longer than any ordinary calendar, Vodafone’s relationship with High net-worth Individuals (HNI) strengthened. The brand’s equity and imagery rose as discerning people in Bengal admired Vodafone for promoting the craft of handloom and its few struggling practitioners. With word-of-mouth, mentions on social and earned media the traditional red-bordered cotton saree made a comeback and brand Vodafone became the talk of the town.