Vi (Vodafone Idea) / India / 2025Events & Sponsorship
Guardian Beads.
At the Maha Kumbh Mela, Vi handed out prayer-bead bracelets engraved with digits so pilgrims could wear a relative's phone number.
- Brand
- Vi (Vodafone Idea)
- Agency
- Ogilvy Mumbai
- Market
- India
- Region
- Global
- Year
- 2025
The challenge
Pilgrims who got separated often could not reach family because written numbers washed off.
The idea
Vi engraved single digits onto waterproof Rudraksha and Tulsi beads, then strung them into a family contact number on each bracelet. They were given out at the festival's main entry points, turning a familiar devotional object into a way to get lost people home.
Results
- 21% more pilgrims reunited with families than at earlier Kumbh Melas
- About $820,000 in incremental revenue
- Lower churn and higher retention and consideration in the region
Case study source: Activation Ideas Source ↗
