Vodafone revamps its brand positioning with new tagline “The Future is exciting. Ready?’’

Vodafone has announced a significant evolution of its brand positioning and visual identity in India. Vodafone’s new brand positioning focusses on the theme of optimism about the future and positions Vodafone as a modern contemporary, inspiring and future fit brand, using the new tagline, "The Future is exciting. Ready?"

As per the brand, it is a significant metamorphosis for one of India’s most iconic and loved brands, since the “Power to you” tagline was introduced in 2009. This new positioning, part of Vodafone’s global rebranding exercise across 36 countries, is designed to underline Vodafone’s belief in new technologies and digital services playing a positive role in transforming society and enhancing individual quality of life in the years ahead.

Launching the new brand identity, Sunil Sood, Managing Director & Chief Executive Officer, Vodafone India, said, “India is entering a new exciting era – an era of Digital, Convergence, Big Data, IoT, Cloud, Augmented Realities, Robotics and Artificial Intelligence. The real and virtual worlds are converging at an unprecedented pace to create a bold new Future. Our new brand positioning emphasizes Vodafone's mission and purpose to help customers and communities adapt, navigate and prosper from the remarkable new trends reshaping the world. At Vodafone, we are excited about the possibilities ahead and are ready to enable our customers to conquer this new world.”

The company has revealed that new visual identity will place greater emphasis on Vodafone’s iconic “speech mark” logo – the biggest change to one of the most recognized symbols of Vodafone since the hallmark logo was created in 1998. The “speech mark” will now appear as the central graphical focus overlaid on all marketing and marketing communications collateral. The logo will also appear in a new 2D design in place of a skeuomorphic 3D approach.

Following a dramatic rise in digital literacy and adoption in India – a trend that’s being reflected across demographics and geography, Vodafone’s new brand positioning is a visual and intrinsic representation of its “Readiness” to equip and empower customers to stay connected with their world…. From saying “Hello” with conversations on the go, accessing the myriad offerings of mobile internet, content, fin-tech, M2M and IoT solutions, Vodafone has consistently raised the bar in its offerings to cater to the evolving needs of retail and enterprise customers.

Over the years, the brand Vodafone has been iconic with the much-loved Pug and the Zoozoos. This new positioning further strengthens brand Vodafone and takes it to the next level. A multimedia marketing campaign will look at simple human stories of embracing technology through the eyes of recent “common man” icons Asha-Bala. These stories will be told across multiple media with a high-decibel 360-degree Campaign – from TV to Digital incorporating the latest technologies.