Vodafone Essar's Advertising Strategy - The 'Zoozoos' Campaign

SYDENHA !NST!T"TE #$ ANA%E ENT ST"D!ES &ESEA&CH AND ENT&E'&ENE"&SH!' ED"CAT!#N

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Table of Contents
Executive Summary................................................................................................................ 3 Introduction............................................................................................................................. 4 A Well Directed Social Media Campaign................................................................................5 Be t Mar!eting "ractice..........................................................................................................# Ma!ing o$ %oo%oo and Co t..................................................................................................& 'iral mar!eting .................................................................................................................... () 4 " o$ Mar!eting Mix........................................................................................................... (3 SW*+ Analy i .................................................................................................................... (4 Segmentation +argeting and "o itioning..............................................................................(& Adverti ing............................................................................................................................ ,)

Executive Summary
In today- .orld o$ competition/ $irm are elling good and ervice t0roug0 a variety o$ direct and indirect c0annel . Ma adverti ing i not nearly a e$$ective a it .a / o mar!eter are exploring ne. $orm o$ communication/ uc0 a experimental/ entertainment/ and viral mar!eting. *ne uc0 innovative idea i 'oda$one- 1oo%oo campaign. 2ever in t0e 0i tory o$ Indian adverti ing .e .itne ed a campaign t0at generated o muc0 intere t and curio ity among all t0e egment o$ t0e ociety 3e it young or old. In t0i report/ .e analy%e t0e mar!eting trategie u ed 3y 'oda$one/ t0e e$$ort t0at 0ave 3een put in t0e ma!ing o$ 1oo%oo/ and t0e impact it 0ad on t0e cu tomer mind. We al o di cu .0at exactly .ere t0e o34ective 3e0ind t0i idea o$ mar!eting. 1oo%oo actually .a a .ell directed ocial media campaign. We need to 0ave a loo! at t0e tati tic .0ic0 prove t0i $act. +0e 1oo%oo c0aracter loo! 5uite $unny and ea y going on creen. But it 0a 3een lot o$ e$$ort and expen e t0at 0ave gone 3e0ind ma!ing o$ 1oo%oo. +0e idea u ed to ma!e 1oo%oo are 5uite intere ting. *ne o$ t0e important concept u ed to ma!e 1oo%oo a 3u%% i 6viral mar!eting.- I"7, .a pro3a3ly t0e 3e t time to launc0 t0e e ad . Almo t all t0e 1oo%oo ad promoted 'AS ervice o$ 'oda$one. +0e di cu ion o$ 4 "- o$ mar!eting/ t0e BC8 matrix/ and SW*+ analy i .ill 0elp in analy%ing t0e approac0 o$ 'oda$one and !ind o$ re earc0 t0ey 0ave done 3e$ore launc0ing it product . It .ill al o give u an idea a to .0ere 'oda$one could 0ave done 3etter. We al o di cu per ua ion matrix to under tand promotional planning o$ 'oda$one. We conducted a pu3lic urvey to !no. people- reaction to t0e 1oo%oo ad / it e$$ect on t0eir approac0 to.ard 'AS ervice / can 1oo%oo really replace pug a an icon $or 'oda$one/ etc. +0e data .0ic0 .e 0ave gat0ered t0roug0 t0i urvey 0ed lig0t on ucce o$ 1oo%oo in t0e mind o$ cu tomer . 9inally/ .e di cu ome o$ t0e t0ing .0ic0 could 0ave 3een done 3etter 3a ed on t0e in$ormation .e gat0ered and t0e urvey .e conducted. In a nut 0ell/ 1oo%oo campaign i a revolution in t0e Indian mar!et and .e .ill 0ave lot to learn $rom t0e trategie u ed 3y 'oda$one and al o t0e .ea!ne e t0ey 0ave 0o.n. :ope you 0ave nice time reading t0i report;

Introduction
During one mont0 o$ I"7 econd ea on/ it eemed t0e .orld care not0ing 3ut 1oo%oo . And .e can $eel it even no./ .0en t0e ad and t0e iconic $igure are not on air. So .0at can .e call t0i 1oo%oo p0enomenon< A 3rand 3uilding ma ter tro!e< Well/ let u analy%e variou a pect o$ t0i 'oda$one campaign. 1oo%oo are .0ite/ g0o t=li!e creature .it0 3allooned 3odie and egg 0ead .0o are u ed to promote variou value added ervice o$ 'oda$one. +0e e ad t0oug0 loo! animated are actually real 0uman in t0e 1oo%oo co tume .

7i!e it or 0ate it/ 1oo%oo it el$ 0a 3ecome a p0enomenon. +0e num3er o$ 9ace3oo! $an o$ 1oo%oo 0ave .elled to 3/,)/))) >a on *ct ,&/ ,))?@ $ar urpa ing t0e num3er o$ $an $or cric!eting and Bolly.ood icon li!e Sac0in +endul!ar and Amita30 Bac0c0an/ legendary uper0eroe li!e Superman and even comic c0aracter li!e A terix. +0e real te t o$ e$$ectivene o$ 1oo%oo lie in it o34ective ac0ievement. Ae / t0i campaign didn-t generate t0e ale num3er to 4u ti$y t0e return on t0e ma ive inve tment. Ae / t0i campaign .ill never create t0e pull $or 'oda$one value added ervice or increa e revenue to t0at extent. +0e e .ere never t0e o34ective o$ t0i campaign/ t0ere$ore .e 0ouldn-t 4udge t0e e$$ectivene 3a ed on t0e e parameter . W0at t0i campaign et out to do i create ome muc0 re5uired 3u%% around t0e 3rand and 3rea! t0e clutter among t0e $ren%y urrounding t0e I"7. Did t0ey ucceed< Well/ .e 0ardly 0ave dou3t on t0at. In $act/ t0e I"7 , .ill $orever 3e remem3ered a t0e ea on o$ 1oo%oo .

A ,e-- Dire.ted So.ia-

edia Campaign

+0e o$$icial $an page o$ 'oda$one 1oo%oo campaign on 9ace3oo! 0a o $ar attracted over #)/))) $an . 2eoB*gilvy/ t0e digital arm o$ *CM/ .0ic0 i managing t0e 1oo%oo 9ace3oo! 3rand page/ claim t0at t0e o$$icial $an page on t0e ocial net.or!ing ite 0a received more t0an ,.D million page vie. till date/ ince it launc0 on April ,)/ ,))?. *n May 4/ t0e !ey.ord 1oo%oo .a t0e t0ird 0ig0e t earc0 .ord on google.co.in and it you+u3e c0annel i t0e econd mo t u3 cri3ed c0annel in India. +0e e ad are typically di$$erent in term o$ audience acceptance and real good u e o$ u er generated content. I$ .e tal! a3out t0e engagement t0en it 0a reac0ed t0e level .0ere $an 0ave tarted u ing 1oo%oo c0aracter to create image / .0ic0 t0ey are uploading on t0e 3rand page and t0u preading t0e .ord. We mu t al o appreciate it implicity and u3tlene o$ communicating me age . :ere/ 'oda$one i trying to tell u 'AS torie in a .orld a!in to/ yet di$$erent/ $rom 0uman .

/est

ar0eting 'ra.ti.e

1oo%oo campaign i one o$ t0e 3e t campaign in mar!eting. 2ever in t0e 0i tory o$ Indian adverti ing/ .e .itne ed a campaign t0at generated o muc0 intere t and curio ity among all t0e egment o$ t0e ociety/ 3e it young or old. 'oda$one .a trying 0ard to capture t0e 'AS Space 3ecau e it i a potential ca 0 co. $or cellular companie . 'oda$one al o .anted to ma!e t0e mo t o$ t0e I"7 ea on ,. Alt0oug0 I"7 i a cro.d puller/ it i al o a mar!eterE nig0tmare 3ecau e o$ t0e clutter. I"7 attract all t0e deep poc!et adverti er and to tandout/ one need to t0in! out o$ t0e 3ox. +0u / 1oo1oo .a 3orn. 1oo1oo i a emi alien emi=0uman c0aracter living in an eart0=li!e place > lot o$ .0ic0 i le$t to t0e vie.erE imagination@. +0e e are very imple 3eing t0at are very expre ive. +0ey laug0 aloud/ cry loud and 0ave a c0ild li!e implicity around t0em. I t0in! many o$ u .anted to 3e uc0 an expre ive 3eing .0ic0 ma!e 1oo1oo very per onal. +0e ucce o$ 1oo1oo i t0e ucce o$ minimali m and implicity. Alt0oug0 t0e production proce o$ 1oo1oo ad are not imple/ a a con umer I .a attracted to t0e implicity o$ t0e concept and t0e execution. 1oo1oo al o 0ig0lig0t t0e po.er o$ torytelling. Eac0 ad tell a very imple tory. A$ter all/ 3rand are made t0roug0 tory telling. Anot0er $actor t0at aided t0e ucce o$ 1oo1oo i t0e cale o$ t0e campaign. Feport ugge t t0at t0ere are around ,5 di$$erent ad o$ 1oo1oo aired during I"7 , ea on. +0i unprecedented cale 0a !ept t0e curio ity 0ig0 among t0e vie.er . It 0a in $act d.ar$ed all t0e ot0er adverti er in t0i ea on. +0ere i lot o$ ri ! 3eing ta!en 3e0ind t0i campaign. +0e 'oda$one manager .0o *!ayed t0i campaign may 0ave ri !ed t0eir 4o3 to 3ring out uc0 a ma ive campaign. +0e agency al o ri !ed t0eir credi3ility. *ne 0ould appreciate t0e creative talent o$ *CM and 2irvana 9ilm .0o proved t0at Indian Adverti ing 0a come o$ age.

a0ing of zoozoos and Cost

+0e %oo%oo .eren-t animated c0aracter t0ey .ere actual 0uman 3eing .0o .ere made to .ear 3ody uit . +0e de ign o$ t0e c0aracter i uc0 t0at one get $ooled into t0in!ing it i animation. "ra!a 0 'arma/ ad $ilmma!er/ 2irvana 9ilm / 0a directed t0e commercial / and reveal t0at t0e 1oo%oo .ere a 3ig c0allenge to create. +0e practical a pect o$ 0o. t0ey .ill move/ tal!/ ge ticulate and emote .ere very important. E entially/ co tume de ign and art.or! .ere crucial element . It too! 0im t0ree .ee! o$ pre= production to under tand 0o. it .ill .or!. +0ere .ere t.o $a3ric t0at .ere con idered $or t0e 3ody uit / and one .a re4ected $or it 0ad too many .rin!le and .a 0iny. +0e .rin!le .ould 0ave 0o.n .0en t0e c0aracter moved/ t0ere3y 0attering t0e illu ion o$ animation. So t0ey c0o e t0e more practical/ t0ic!er $a3ric. +0e production team divided t0e out$it into t.o part G t0e 3ody and t0e 0ead. +0e 3ody part o$ t0e out$it .a tu$$ed .it0 $oam in ome place / .0ile t0e 0ead .a attac0ed eparately. +o ma!e it loo! 3igger t0an a 0uman 0ead/ a 0arder material called "er pex .a u ed/ .0ic0 in turn .a tu$$ed .it0 $oam >.it0 cope $or ventilation@. I$ one .i 0e to under tand t0e i%e o$ t0i 0ead/ 0ere- a $actG a 0uman 0ead .ould typically reac0 up to t0e mout0 level o$ t0i giant 1oo%oo 0ead. +0ey !ept t0e 0and and leg t0in/ .0ic0 i .0y .e ca t .omen H and occa ionally c0ildren H .earing t0e co tume . +0e t0in lim3 / contra ted .it0 3ig 3ellie and a 3ul3ou 0ead/ all add to t0e illu ion t0at t0e e creature are 6 maller- t0an 0uman . Set .ere created to uit t0e i%e o$ t0e 1oo%oo .

Cinematically/ t0i 6 i%e- .a a tric!G t0e creature loo! maller t0an t0ey actually are on creen/ to portray a di$$erent .orld o$ ort . 9or t0i / t0e peed o$ 0ooting .a alteredG 2irvana 0ot it in a 0ig0= peed $ormat to ma!e t0em loo! t0e i%e t0at t0ey do. 9urt0ermore/ imple et I3ac!drop .ere created and pray painted .it0 neutral 8rey H a colour o$ c0oice o t0at attention i n-t diverted $rom t0e main c0aracter . 9or a uppo edly 6outdoor- 0ot/ even t0e 0ado. o$ a 1oo%oo .a !ept 6live- and not done in po t productionG it .a painted in a dar!er 0ade o$ grey on t0e ground. An even lig0ting .a maintained t0roug0out. +0ere .a virtually no po t production .or! done. +0e $ilm .ere 0ot 3y 2irvana in Cape +o.n/ Sout0 A$rica/ .it0 t0e 0elp o$ a local production 0ou e t0ere/ called "latypu . Incidentally/ t0e ame com3ination o$ people al o .or!ed on t0e 6:appy to :elp- erie la t year. According to Mr :arit 2agpal/ Mar!eting C 2e. Bu ine Director/ 'oda$one E ar/ t0e 3igge t c0allenge in ma!ing t0e $ilm .a expen e/ t0e audience and creating uc0 large amount o$ ad $ilm in one mont0. * C M pent 0uge amount o$ money. 'ie.er .ould not li!e to ee t0e ame ad during t0e matc0e again and again. So/ 'oda$one decided to produce a erie o$ $ilm t0at .ill 3e 0o.n eac0 day. +0ey made 3) ad $ilm / (3 o$ .0ic0 are on t0e air. * C M pent F . ,.5 3illion $or ma!ing t0e 1oo1oo ad .

Vira- mar0eting
'oda$one came up .it0 creative adverti ing campaign o$ %oo%oo during I"7=,. +0i trategy .a a 3u%% and lived up to t0e 3rand image o$ great creative- and clever mar!eting. In t0e $ir t () day o$ I"7=, it reac0ed &? million people. +0i .a a .onder$ul trategy adopted 3y 'oda$one. +0i 0a 0elped it company to rai e not only it pro$it 3ut al o tremendou ly increa ed it 3rand image. +0i trategy captured imagination o$ million all acro t0e country. 1oo%oo 3ecame o popular t0at 'oda$one ucceeded in it viral or 3u%% mar!eting. +0eir add campaign 0a gained popularity all over t0e .orld. +0e vie.er 0ip o$ t0e ad i t0e 0ig0e t among all t0e ad . +0e e ad .ere 0ig0ly li!ed 3y pu3lic. Every age group .a intere ted in t0e ad and t0e related 'AS product . Even t0e $an o$ %oo%oo on t0e $ace3oo! 0a reac0ed 3,)))) $ar urpa ing t0e num3er o$ $an $or cric!eting and Bolly.ood icon li!e Sac0in +endul!ar and Amita30 Bac0c0an/ legendary uper0eroe li!e Superman and even comic c0aracter li!e A terix.. It 0a come out .it0 variou 5ui%%e / .allpaper / creen aver etc. All t0e e 0a tran $ormed into a great viral movement. +0ere are already a great plet0ora o$ mail $or.ard and 3log pot cele3rating 1oo%oo . Al o in *r!ut t0e num3er o$ mem3er on %oo%oo community 0a gro.n to ?#))).

"eople all over t0e .orld .ere attracted to.ard %oo%oo . 'oda$one too! t0e advantage o$ t0e I"7 =, and 3roadca ted all it ad at t0at time. 1oo%oo 3ecame $amou and .ord o$ mout0 pu3licity .a ta!ing place.

"eople .ill al.ay remem3er I"7, a t0e year o$ %oo%oo . But/ more t0an anyt0ing el e/ people .ill remem3er t0e 1oo1oo/ a ridiculou ly cute mar!eting campaign dreamed up 3y *gilvy and Mat0er India and 3roug0t to li$e 3y ad= $ilmma!er "ra!a 0 'arma o$ 2irvana 9ilm .

'oda$one- 1oo1oo viral video 0ave 3een rated a t0e mo t vie.ed viral video according to 'i i3le Mea ure / a ite t0at peciali e in mea uring t0e con umption and di tri3ution o$ online video.

According to 'i i3le Mea ure / 'oda$one- 1oo1oo pot / created 3y *CM to communicate t0e telecom 3rand- value added ervice / 0ave (/44?/ ,(& vie. a on ,5t0 may ,))?.'i i3le Mea ure - +op () 'iral 'ideo c0art loo! at 3rand=driven viral video ad t0at appear on online=video= 0aring de tination .*n Dt0 May ,4)) me age 0ad 3een po ted on t0e 1oo1oo 3rand page- .all.

*n May 4/ t0e !ey.ord 61oo1oo- .a t0e t0ird 0ig0e t earc0 .ord on 8oogle.co.in and it Aou+u3e c0annel i t0e econd mo t u3 cri3ed c0annel in India.

Ae / t0e iconic image o$ t0e leagueE op0omore ea on .ill 3e $ar removed $rom t0e pitc0. 1oo1oo are trange all=.0ite alien=e 5ue 0umanoid .0o run around on our televi ion creen / c0irping in t0eir incompre0en i3le language and 3rea!ing into 3elly laug0 at t0e drop o$ a 0at. +0eyEre illy. +0eyEre $unny. +0eyEre adora3le. Mo t importantly/ t0eyEre a ma ive ucce and a viral mar!eting miracle.

1oo1oo i a great mar!eting tory. 'oda$one 0a 3ene$itted immen ely 3y t0i campaign. It caug0t t0e attention and $ancy o$ t0e con umer / arou ed curio ity/ told torie and made people retell t0e tory. Mar!eting 8uru Set0 8odin al.ay emp0a i%ed t0at Brand 0ould 3e Femar!a3le. :e de$ined remar!a3le a JWort0y o$ Ma!ing a Femar! a3out J +0e 1oo1oo i a cla ic example o$ 3eing Femar!a3le.

4 Ps of Marketing Mix
"roductG 'AS ervice o$ 'oda$one are t0e product in con ideration. A mentioned earlier around 3) di$$erent ervice are provided 3y 'oda$one. "riceG Eac0 o$ t0e 'AS ervice are o$$ered at a rate o$ F .3) in general. +0i price varied $or di$$erent !ind o$ ervice . C0ota Fec0arge .a availa3le in variou price range $rom F .(). *t0er mont0ly 'AS ervice .ere c0arged accordingly.

"laceG Mo t o$ t0e 'AS ervice .ere promoted in ur3an area and 0ad ur3an audience in mind .0ile providing ervice . Since mo t o$ t0e ervice .ere luxury ervice / rural population could a$$ord to pend extra money on t0em. "romotionG +0e e 'AS ervice o$ 'oda$one .ere promoted u ing %oo%oo ad and variou ot0er ad 3e$ore %oo%oo. +0e e %oo%oo ad .ere made $or eac0 o$ t0e 'AS ervice and made an impact on mind on cu tomer .

S,#T Ana-ysis
Strengths1 (. "enetration in media a .ell a ocial net.or!ing ite G

'oda$one operate in a mar!et !no.n a oligopoly. An oligopoly i a mar!et .0ic0 i c0aracteri ed 3y $e. eller and mutual interdependence. It i a mar!et .0ere t0e eac0 eller trie to outdo t0e ot0er t0roug0 .0at i !no.n a price .ar and non= price .ar . Adverti ing i part o$ non=price .ar .0ere a $irm trie to outdo it competitor t0roug0 mar!eting andIor adverti ing trategie to generate ma appeal. 1oo%oo are part o$ a uni5ue and innovative adverti ement trategy t0at 0a $ar outdone t0e trategie o$ 'oda$one- competitor . Due to all t0e e $actor / t0e campaign 0ad a good amount o$ penetration in media a .ell a ocial net.or!ing ite .

,. Depiction in t0e $orm o$ a cartoon c0aracterG

1oo%oo i a emi alien emi=0uman c0aracter living in an eart0=li!e place. +0e e are very imple 3eing 3ut are very expre ive. +0ey laug0 aloud/ cry loud and 0ave a c0ild li!e implicity around t0em. +0e ucce o$ %oo%oo i t0e ucce o$ minimali m and implicity. 3. Wide media coverageG

An important $actor .0ic0 aided t0e %oo%oo campaign .a t0e cale o$ t0e campaign. Around ,5 ad .ere aired during t0e I"7 ea on .0ic0 !ept t0e curio ity

0ig0 among t0e vie.er . +0e $an clu3 o$ %oo%oo touc0ed to around #)/))) and variou interactive 5ui%%e came up uc0 a 6W0ic0 %oo%oo are you<- +0ere .ere al o mo3ile do.nload o$ .allpaper and creen aver . All t0e e tran $ormed into a great viral mar!eting event.

4. 7o. production co tG +0e co t incurred in t0e implementation o$ t0e %oo%oo campaign a compared .it0 t0e 3ene$it it generated .a in$inite imal. Ea y and c0eap animation tec0ni5ue .ere u ed re ulting in lo. production co t. 5. 2o cele3rity endor ementG 2o cele3rity .a re5uired a a 3rand am3a ador .0ic0 re ulted in a dual advantage. 9ir tly/ it greatly reduced t0e production co t and econdly it generated a ma ive appeal among t0e audience 3eing an innovative concept. ,ea0nesses1 (. Kndermining e$$ect on 3rand 'oda$oneG +0e campaign 0ad an undermining e$$ect on t0e 3rand 'oda$one. +0i .a 3ecau e t0e campaign more $ocu ed on innovation a igning a econdary importance to t0e 3rand 'oda$one. ,. "ro3lem $aced 3y rural populationG +0e ad u ed t0e art o$ depiction o$ man in t0e $orm o$ cartoon c0aracter . +0i tec0ni5ue .0ic0 eemed appealing to t0e ur3an population 0ad interpretation pro3lem at t0e rural level. +0e main cau e $or t0i .a o3viou ly lo. literacy level in t0e rural area .0ic0 engendered a $eeling o$ u picion and .eirdne in t0eir mind . #pport2nities1 (. Adverti ing t0roug0 %oo%oo G

+0e campaign revolutioni ed t0e conventional .ay o$ adverti ing t0roug0 pu3lic $igure and cele3ritie . +0i 3eing a novel and indigenou concept provided a great opportunity to excel. ,. Co t 3ene$itG A t0e adverti ement did not ma!e u e o$ cele3ritie a 3rand am3a ador / it re ulted in a large c0un! o$ money 3eing aved .0ic0 3e utili ed $or ot0er u e$ul activitie . An important advantage o$ t0i .a t0at ince t0e concept .a a novel one it/ in $act/ proved 3ene$icial to u e cartoon c0aracter .0ile imultaneou ly providing a co t advantage. 3. 8ood +F"- $or I"7 ea on ,G I"7 rating .ere lig0tly 3elo. expectation given t0at t0e 3u%% or .ord o$ mout0 t0at could 0ave 0appened 0ad it 3een 0eld in t0e country .a not t0ere. But .0ile volume may 0ave 3een lo.er/ t0e impact o$ one +F" >+' rating point @ o$ I"7 .a muc0 more t0an one +F" o$ a erial.

Threats1 Ad getting lo t in mar!eting .arG In I"7 ea on ,/ people are more ent0u ed a3out t0e matc0e a compared to .atc0ing adverti ement . +0at i to ay t0e adverti ement a ume a econdary importance. In t0i time/ an ad 0a to 3e really eye catc0ing and appealing o a to captivate t0e intere t o$ t0e vie.er . So t0ere i a de$inite po i3ility o$ t0e ad getting lo t in t0e mar!eting .ar.

Segmentation Targeting and Positioning

Segmentation 1 By t0e mean o$ 1oo1oo 'oda$one 0a tried to repre ent an image o$ t0e ur3an common man .0o i t0e main drive $orce 3e0ind t0e increa ed u age o$ telecom C 'AS ervice in t0e tele=communication indu try. +0roug0 1oo1oo c0aracter t0ey 0ave tried to 0o.ca e 0o. t0e variou o$$ered 3y 'oda$one can 3e u e$ul $or an ur3an common man. W0at 'oda$one did .a t0ey pro4ected t0e u age o$ t0eir 'AS ervice t0roug0 variou adverti ement 3a ed on di$$erent t0eme a per t0e product >'AS@ t0at t0ey .ere o$$ering. +0e variou ervice o$$ered 3y 'oda$one uc0 a c0ota rec0arge/ group SMS ervice/ 3u y alert ervice/ $a 0ion tip / rec0arge any.0ere/ 30a!ti ong / toc! alert/ voice SMS etc .ere 0o.n to t0e vie.er not 3y normal adverti ement .ay 3ut t0roug0 ome $unny C catc0y 1oo1oo ad .0ic0 .ere ucce $ul in immediately dra.ing t0e attention o$ ur3an population including all age group . +0ere i one more angle to t0i !ind o$ adverti ement trategy u ed 3y 'oda$one. All t0e 1oo1oo adverti ement o$ 'oda$one conveyed t0e me age regarding t0e u age o$ t0eir variou ervice product / 3ut t0e me age .a not directly conveyed t0roug0 normal ad 3ac!ed 3y ome voice explanation . Actually all o$ t0e e adverti ement .ere not very ea y to under tand a $ar a t0e rural population o$ India i concerned. Since none o$ t0e adverti ement 0ad voice explanation given to it o all o$ t0e e ad .ere di$$icult to gra p C under tand $or t0e rural people .0ic0 account to a very large portion o$ t0e total Indian population. So clearly t0e ur3an C rural population .a egmented out C t0e core target o$ t0i adverti ement campaign .a t0e educated ur3an population. A $ar a t0e reac0 o$ t0e adverti ement i concerned/ t0i adverti ement campaign could 0ave 3een made more e$$ective 3y ta!ing into account t0e rural population o$ our country. I$ ome explanatory vocal entence .ould 0ave 3een included/ t0e proportion o$ a$$ected audience could 0ave 3een increa ed to a great extent. Al o t0e e explanatory vocal entence could 0ave 3een du33ed into local tate C region peci$ic language uc0 a :indi/ Marat0i/ Lannad/ 8u4arati Metc to ma!e it more e$$ective. Targeting and 'ositioning1 In all t0e e 1oo1oo ad / ince 'oda$one tried to promote all t0e 'alue Added Service o$$ered 3y t0em/ clearly t0e targeted cu tomer .ere t0e people .0o .ould

u e t0e e 'alue Added Service . :ence in t0eir ad 'oda$one tried to 0o.ca e all t0e 'AS ervice t0at t0ey 0ave to o$$er to t0e cu tomer t0roug0 di$$erent t0eme peci$ic adverti ement . Eac0 o$ t0e adverti ement .a peci$ic to one particular 'AS ervice C revolved around t0e ame to ma!e t0e cu tomer under tand t0e ervice. 1oo1oo .ere u ed in all t0e e di$$erent ad to 0o. .0ic0 all 'AS ervice are on t0e 'oda$one- menu card to o$$er to t0e cu tomer . Becau e o$ t0e uni5uene C attractivene o$ t0e e 1oo1oo / 'oda$one .a a3le to dra. t0e attention o$ t0e audience 5uic!ly to.ard t0e e ad C t0e e ad 3ecame oon very popular C t0u t0e 'AS o$$ered 3y 'oda$one. A mentioned earlier ince t0e ur3an population .a ta!en into con ideration .0ile ma!ing t0e e ad / t0e target cu tomer .ere clearly t0e ame.

Advertising
Around 3) ad .ere created 3y 'oda$one .it0 t0e t0eme/ ome o$ t0e ad .ere a $ollo. . (. Magic Box ,. Stoc! Alert 3. International Foaming 4. B0a!ti Saagar 5. Bu y me age D. Dating +ip #. 'oice SMS &. 9a 0ion +ip ?. Fec0arge Any.0ere (). Fingtone ((. 9ace3oo! (,. 8roup SMS (3. Call Divert (4. Bac!ground Mu ic (5. Exam Fe ult (D. Beauty +ip (#. "0one Bac!up (&. I"7 commentary (?. Cric!et Alert ,). I"7 conte t ,(. C0otta Credit ,,. Map 7ive

,3. Call 9ilter ,4. 7ive 8ame ,5. Mu ical greeting ,D. Star o$ t0e matc0

+0e e .ere ,)=3) econd ad .it0 and all o$ t0em ending .it0 a me age NMa!e t0e Mo t o$ 2o.O .0ic0 encouraged cu tomer to u3 cri3e to t0e e 'AS ervice .

1oo%oo 0ad a dedicated micro ite .it0 tagline NW0at !ind o$ 1oo%oo are youO. +0i ite .a aimed at promoting di$$erent ad and relating one el$ .it0 t0e 'AS ervice . +0e $ace3oo! ite 0a 5ui% $ollo.ed 3y .0ic0 it give your per onality a type li!e Cool 1oo%oo and ugge t variou 'AS ervice t0at can 3e u ed.

+0e .e3 ite 0a do.nloada3le ringtone / video / .allpaper / creen aver etc. +0i allo. $or u er to pread t0e me age acro and t0u more mar!eting can 3e ac0ieved.

*r!ut community/ $ace3oo! group and Aoutu3e c0annel all goe a long .ay in preading t0e .ord acro .