The service was launched by P V Sindhu, famend Badminton Star, Olympic medallist, Padma Shri & Arjuna Award Winner. With a imaginative and prescient to cut back gender hole in accessing cellular Companies, Vodafone Idea Limited, additionally flagged of ‘Ab Rukein Kyun’, a motion to empower girls, encouraging them to confidently step out and obtain their desires.
The service is being launched by ‘Ab Rukein Kyun? ‘, a thematic film celebrating the overcoming of inhibitions by a young girl. Shot with an all-women crew, the thematic video encapsulates Vodafone’s philosophy of fixing girls’s lives by cellular connection and what Vodafone Sakhi stands for. The video focusses on easy on a regular basis relatable actions, starting from stepping out for a stroll to attending a pal’s engagement ceremony and so forth. The advertising and marketing marketing campaign additionally contains ‘Ab Rukein Kyun? anthem sung by multi-award winner and widespread youth singer Neha Kakkar.
A 360’ National advertising and marketing marketing campaign will drive consciousness throughout the nation.
Siddharth Banerjee, EVP – Marketing, Vodafone Idea Limited mentioned, “Women safety is a burning issue in our country. We have all seen cases of women holding back in their daily life on opportunities because of safety concerns. Addressing this critical issue, Vodafone Sakhi is a small step to give women the confidence to step out fearlessly and live their dreams with a trusted solution at hand. Our marketing campaign Ab Rukein Kyu? aims to connect deeply with our women consumers and urge each one of them to participate in this movement of change.”
Kiran Antony, Executive Creative Director, Ogilvy India -“Due to safety concerns, Indian women in small towns often make compromises when it comes to career or social life – be it studying in a far-away college or taking up a job that demands late working hours or staying back late for a friend’s wedding ceremony. We used this understanding to dramatize how the product can enable women to navigate everyday challenges with confidence. Sakhi is the reassurance of a friend always by their side.”