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‡ British mobile network headquartered in Newbury, United
Kingdom.

‡ Vodafone buys 52% stake in HEL. Essar continues to hold

33% stake in HEL.

‡ Vodafone entered India in December 2005 by acquiring a

10 percent stake in Bharti Ventures Limited (Bharti) which
later became Bharti Airtel Limited.

‡ July 2007 ± HEL changes its name to Vodafone Essar Ltd

 (
  
‡ Incorporated in August 1928 under the name D J Keymer
Co. Ltd.

‡ Over the years they have helped create some of India's

most successful brands like Asian Paints, Cadbury, Fevicol
etc.

‡ In recent times- Perfetti, Hutch, Close Up and many more.

‡ One hallmark of Ogilvy's brand-building capability is the

balance of global and local brands.
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‡ Tagline ± ³Change is
good...´ Baseline -
³Hutch is now Vodafone´

‡ ³Wherever you go our

network follows..´ To
³Make the most of now..´
‡ The agency was tasked to ‡ Ö


  
leverage the IPL 2 to  

   
communicate the wide range of      
      
products and services from

    
Vodafone while building a
  




consistent brand story.       
      
 

 

‡ New set of characters called     
µZooZoos¶ for the latest 


Vodafone ± !"
#
$% &

‡ Characters look animated, they

have been played by real people
dressed in white attire.
  
 
‡ Campaign to communicate the VAS offered by the
company

‡ Objective ± Improve the awareness of VAS.

‡ Humor appeal.
  
 
‡ Source Attractiveness
± Similarity: "What makes Zoozoos so endearing is that they are
innocent people living in a simple world unlike ours, who laugh
loud when they laugh. And who seam to be in an in-between world
of animation and reality" - Mr Rajiv Rao, Executive Creative
Director, South Asia, O&M India
± Likability

‡ Funny, Attractive.

‡ Not a celebrity endorser, associated risks not present.

 ß   c  
‡ The campaign introduced
Zoo zoos.

‡ Convey a specific VAS

offered by the company,.

‡ Buzz: both in the

traditional media as well
as in social networking
sites
 ß  
 
‡ The company planned to air the ads during IPL-Season 2.

‡ A different ad would be shown each day, to attract the

viewers' interest.
  
     
‡ Dedicated microsite ± ³What kind of Zoozoo are you?´

‡ Downloadable Ringtones, wallpapers, screensavers and

videos.

‡ Facebook ± aimed at building a community

È   È

 ß i 
‡ All the TVCs were available both on YouTube and
Twitter.

‡ On Google.co.in, the word 'Zoozoo,' became the third

highest search word on May 04, 2009.

‡ Zoozoo itself has become a phenomenon.

‡ The IPL 2 will forever be remembered as the season of

Zoozoos.