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Ogilvy India :Vodafone M-Pesa - Self Defence Umbrella

2015/8/15 13:12:4803467


In India, it is common for men from rural villages to move to big cities in search of work.

But this also means they have to leave their wives and families behind.

With attacks on women on the rise, Ogilvy Mumbai launched a new campaign for Vodafone in India, providing women in remote locations with a means to protect themselves in case of an attack.

The umbrella is given out as part of Vodafone’s M-Pesa money transfer service.

Director Praytit Seth documented the implementation of the programme in Mumbai and the Jaunpur village in Uttar Pradesh in the two-minute video above.

He told Little Black Book, “All we wanted to do was to be present when these women received the umbrella and see how they reacted. These women didn’t know what they were going to receive over and above the money and the moment they got the umbrella their natural reactions said it all.”

Credits
Brand : Vodafone m-pesa 
Product Group : Cellular Phone Service
Name of Agency : Ogilvy & Mather
Country of Agency : India
Client : Vodafone
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