Anant’s blog: Ideas and innovation

If  there’s a lesson to learn from the ZooZoos campaign, it’s that a big idea can rake in big bucks. At a time that marketers seemed to have locked up their safes and thrown away the keys, Vodafone saw enough merit in O&M’s (and Rajiv Rao’s) idea to invest in what has proven to be an absolute winner of an idea, culminating in a campaign with a mind-boggling 29 TVCs.