Case study · Telecom · Acquisition at scale

Built acquisition engines in one of India's most disrupted consumer categories.

Jio-led disruption had triggered an industry-wide price war and falling ARPU across Indian telecom. Winning customers meant running acquisition at massive scale, across every channel a subscriber might be reached through.

Sector: Telecom · Consumer Scope: Omnichannel acquisition, retail GTM

The problem

A price war with falling ARPU, fought retailer by retailer.

Jio's entry had reset the entire category's economics — average revenue per user was falling across the board, and mobile number portability (MNP) meant customers could switch operators with almost no friction. Winning in that environment wasn't about one clever campaign; it required coordinated acquisition across tens of thousands of retail touchpoints, digital channels and partner ecosystems, all fighting for the same shrinking pool of high-value switchers.

What we did

Ran omnichannel acquisition at retail scale, and led flagship GTM through the churn battles.

Omnichannel acquisition across 50K+ retailers

Coordinated acquisition strategy across a retail network of more than 50,000 outlets, alongside digital and partner ecosystem channels.

Led GTM for flagship postpaid propositions

Drove go-to-market for flagship postpaid propositions at two leading national operators, through an intensely competitive, MNP-led churn environment.

Targeted marginal-operator switchers

Built acquisition plays specifically aimed at capturing subscribers churning away from smaller, marginal operators as the market consolidated.

The result

Millions of subscribers added, in a category built to punish anyone who stood still.

4M+annual subscriber additions

~40%MNP capture from marginal operators

"

It is stupendous to see a colleague who is always charged up and ready to think different and find solutions in a business that is so rapidly evolving... always given very business oriented feedback and valid inputs.

Divya MorpariaMarketing across Telco, Tech & Media · ex-Nykaa, Vodafone, Sony
On the Vodafone acquisition engine