Abstract: The case examines the advertising strategy of Vodafone Essar Limited (Vodafone E ssar), the India-based subsidiary

of the global mobile network operator, Vodafon e. It focuses on the 'Zoozoos' advertising campaign that highlighted the differe nt value added services (VAS) offered by the company. The campaign introduced new characters called Zoozoos. To convey a specific VAS offered by the company, each ad used a story which was enacted by the Zoozoos. The campaign created the buzz both in the traditional media as well as in social networking sites like Facebook and Twitter and video sharing website, YouTube. While advertising experts appreciated the creativity of the ad campaign, they we re apprehensive whether the popularity of the campaign would actually help the c ompany increase its revenues. The case details the making of the advertising campaign and the efforts by the company to popularize the ad campaign by launching a microsite and creating fan page on the Facebook. The case ends with a discussion on whether the popularity of Zoozoos would overshadow the Vodafone brand itself or not. Issues: Study the making of Zoozoos advertising campaign. Examine the factors that make an ad campaign successful. Discuss the importance of using a brand endorser to convey the message of an ad . Analyze the impact of a successful advertising campaign on the revenue growth o f a company. Contents: Page No. Introduction 1 Background Note 2 Vodafone Essar's Advertising Campaigns 3 The Making of Zoozoos Campaign 6 The Launch 7 The Response 8 Exhibits 10 Introduction In April 2009, India-based Vodafone Essar Limited (Vodafone Essar), a subsidiary of mobile network operator Vodafone Group Plc. (Vodafone) based in the UK, laun ched an innovative advertising campaign that caught the imagination of both the public and advertising experts. The campaign, focusing on the different value added services (VAS) offered by t he company, introduced new characters called the Zoozoos. Several advertisements in which the Zoozoos featured were shown on television during the Indian Premie r League (IPL)5 Season 26. Background Note Vodafone entered India in December 2005 by acquiring a 10 percent stake in Bhart i Ventures Limited (Bharti) which later became Bharti Airtel Limited. However, a s Bharti later ruled out further dilution of its stake, Vodafone started conside ring other options to increase its market share in India... Vodafone Essar's Advertising Campaigns After successfully rebranding 'Hutch' as 'Vodafone', Vodafone Essar started expa nding its presence in India. The company used almost all media channels to adver

tise its services. It not only advertised on television, but also in newspapers, the radio, and on hoardings across the country... The Making of Zoozoos Campaign In November 2008, Vodafone Essar decided to launch an advertising campaign to co mmunicate the VAS offered by the company (Refer to Exhibit IV for Some VAS offer ed by Vodafone Essar). The company planned to air the ads during IPL-Season 2. I t was decided that O&M India, the advertising agency creating campaigns for Voda fone Essar, would create separate ads for each service. During IPL-Season 2, a d ifferent ad would be shown each day, to attract the viewers' interest... The Launch On April 20, 2009, Vodafone Essar launched the Zoozoos advertising campaign. Dur ing the IPL-Season 2, a total of 30 different TVCs including Cricket Alerts, Bea uty Alerts, Phone Backup, Chhota Credit, Vodafone Maps, Vodafone Call Filter, Li ve Games, Musical Greetings, etc. were aired (Refer to Exhibit VI for Screenshot s of some of the Advertisements)... The Response In April 2009, as the TVCs started being aired on television, they created the n ecessary buzz both in traditional as well as in social networking sites like Fac ebook, and Twitter and video sharing website, YouTube. All the TVCs were available both on YouTube and Twitter. For the week ended Apri l 25, 2009, one ad on fashion tips was viewed 13,000 times on YouTube. On Google .co.in, the word 'Zoozoo,' became the third highest search word on May 04, 2009. .. Exhibits Exhibit I: Logo of Vodafone Exhibit II: Screenshot of One 'Happy to Help' Ad Exhibit III: Financial Summary of Vodafone Group (2006-08) Exhibit IV: Some Value Added Service Offered by Vodafone Essar Exhibit V: Costumes of Zoozoos Exhibit VI: Screenshots of the Zoozoos Advertisements Exhibit VII: Fan Page of Zoozoos in Facebook Exhibit VIII: Zoozoo's Fans on Facebook