Vodafone Idea takes an analogue approach to a technical problem

A Vodafone campaign with purpose, cultural interest and a bit of soul impressed Gemma Moroney, co-founder, SHOOK.

I saw this idea on LinkedIn, shared by Shitiz Dogra, whom I don’t know but we must have mutual connections, which is apt, given this campaign.

It’s a campaign that has led me down a wonderful rabbit hole of learning new things, from the word ‘crores’ (meaning a unit of ten million) to understanding more about the mela (Sanskrit for ‘gathering’) at the centre of this campaign, and how the name and location changes between periods of years.

So, let me lead you down that same rabbit hole…

VI (Vodafone Idea) identified a challenge for people attending the Kumbh Mela, a major Hindu pilgrimage, which reportedly attracts around 400 million people. The 2025 festival was a Maha (Great) Kumbh Mela, which occurs only every 144 years, making it an even more significant event.

Approximately 70,000 people get separated from their group at each mela. Not everyone has a mobile phone – for example, older people and young children - so it can be impossible to find them in the huge crowd, the world’s largest gathering of people. Especially if you don’t know the number of the person in your group who has a phone.

Lost in inspiration

So, VI used one of the symbols pilgrims have - beads – to solve the problem. Volunteers created ‘Guardian Beads’, complimentary bracelets made of sacred Rudraksh and Tulsi beads, engraved with numbers. They were strung together to create loved ones’ mobile numbers, to give those without phones an easy way to get help, should they become separated. Strapline: Lost in devotion, not in the crowd.

For those who need to educate themselves more on the beads (like me): Rudraksha beads are believed to have a positive impact on the wearer’s wellbeing, particularly relating to chakras and overall energy. Tulsi beads are considered sacred and worn for its purifying properties and connection to spirituality.

Grounded ideas

For a techy brand, it’s an analogue idea. But that’s why I like it. There was probably a more whizz bang solution, like adding trackers to people or sending up geo-located flares. But there’s something lovely about it being a non-tech solution that still involves the product. It feels respectful to the religious festival and hits home beyond its Indian audience. Even without knowing anything much about the mela, it still resonates with me. For starters, who memorises numbers these days?

Shitiz posted ‘Send it to Cannes’. Too right. It’s got the kind of purpose at its heart I like. Purpose that’s completely connected to what the brand does, not added on as a way to win shiny trophies. It’s completely right for a brand that’s about connecting. The service is intrinsic to the idea, it’s grounded in an insight and a problem, and it's genuinely helpful.

More than that, if you look up in the dictionary the phrase ‘Show up where people are’, a picture of this lovely idea is staring back at you…with beads on.

And, as the world becomes more digital, I think showing up in ‘a sea of humanity’ (as their showreel calls it) is a powerful way to connect with audiences, whether you’re an analogue brand or a tech one.