m



 
  

  

› Vo d a f o n e i t s e l f wa s f o r m e d i n 1 9 8 2
a n d wa s l a u n c h e d o n 1 J a n u a r y 1 9 8 5 .
› ?
  name being derived from
the firm's goal of establishing a voice
and data services over cellular
t e l e c o m m u n i c a t i o n n e t wo r k s . H e n c e
VO represents voice and DA
s ym b o l i z e s d a t a .
 „  
   
› 3 n 1 9 9 7 Vo d a f o n e i n t r o d u c e d i t s n e w
corporate a  
 logo. Speech
mark depicts start of conversation.
› xhis represents a quotation mark
wi t h i n a c i r c l e , s u g g e s t i n g
conversation.
› Vodafone entered 3ndia in December 2005
› Successfully rebranded 'Hutch' as 'Vodafoneµ in
2007.
› Rebranding included«
Ń Ú 
^aseline -   
?
 
› µPink is now red as Hutch is Vodafone in 3ndia
from September 21, 2007, officially announced
in Mumbai.
› Pug¶ taken over from Hutch, was the lucky
charm for Vodafone.
› 3PL 2008 had Vodafone going in Pug for its
µHappy to Help¶ service.
› Earlier Campaigns : Happy to help, Friend circle,
Cheaper SMS.
› Advertisement characters promoted by
Vodafone during the 3ndia Premier League
Season 2 (3PL).
› Campaign to communicate the VAS offered by
the company.
› xhe ads were created by Ogilvy & Mather, an
agency under Executive Creative Director, Rajiv
Rao, South Asia.
› Prakash Verma of Nirvana Films.
› Filmed in South Africa with local crew.
› Movement, xalk, Gestures, Emotions, Costume
designs and artwork.
› 2 designs were considered
Ń Fat potato head
Ń Slim Version with bigger face
› Egg head version finalized
› Characterization: Leads simple lives, emotes
like humans.
› xalk rubbish.
› Simple, Silly, Funny, Adorable.
› Hearty Laughs.
› Animations 10-15 times costlier than real
people.
› Zoozoos had low cost costumes.
› Speedy Schedules.
› 30 advertisements cost only Rs 3 Crores.
› Campaign penetrated both in the media as well as
in social networking sites.
› Representation of a common man depicted as a
cartoon character ZOOZOO.
› Wide media coverage, more precisely through
video.
› Easy and cheap moving picture leading to low
production cost.
› No celebrity endorser - No associated risks and
costs.
› Difficulty in understanding faced by rural
population.
› xargeted customers who would use VAS
services.

› Different kinds of VAS services were offered for

different kinds of customers

› Urban customers were

more in focus.
› About 30 different xVCs for VAS including -
Cricket alerts, beauty alerts, phone backup,
Chota Credit, etc.
› 20-30 seconds ads with the message about the
VAS.
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› Zoozoos dominating social networking sites
› Created Strong Association
› Wallpapers, ringtones, videos, contests, pictures,
stories etc of Zoozoos.
› Videos had 3million hits in 3 weeks.

› Most watched video.

› Most watched brand
in breaks.
› A3RxEL & 3DEA are biggest competitors.
› Airtel launched µMy Airtel My Offer¶ with
Madhavan and Vidya ^alan.
› 3dea launched µWalk when you talk¶ with
Abhishek ^achan.
› Low cost ads can make good impact.
› Concept is important
› Expensive ^rand Ambassadors could be
avoided.
› Ads more relate to common man
› Most 3mportantly J   $
x