Vodafone is the telecom supporter for this phase of the programme and they will fully underwrite the design, development, promotion, distribution and delivery of the online campaign. This includes conducting a direct marketing campaign aimed at its 170 million consumers with the target of educating 6 million women. Using a special promotion, an immediate cash incentive shall be paid to any Vodafone consumer who watches the four key Poshan videos.
Approximately 300 million direct marketing text messages will be sent every year to promote these videos; almost 1 million messages/day. The messages will be sent to all relevant consumers in the nationally available Vodafone network using texts and social media and in Vodafone retail stores for 3 years.