2018 Cannes contenders: 'Private recharge services'

Contender: Private recharge services
Brand: Vodafone India

Nominated by:

Haruna McWilliams, VP of APAC Strategy, Essence

In a country where over 90% of mobile phones are prepaid*, Vodafone introduced private recharge services to protect women’s mobile phone numbers from “predators” who oftentimes bought the numbers from deceitful recharge outlet owners, so as to harass the women. This is a brand making an actual change to better the lives of people.