It may be recalled that the brand had brought back its now iconic Zoozoo characters for a teaser campaign to introduce its 3G services, during the IPL in 2011.
Vodafone is banking on the Zoozoos again for this year’s edition of the Indian Premier League. A teaser that went on air on 3 April during the opening ceremony. Since then, four more TVCs have gone on air. Five more will be released during the course of the IPL.
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On the objective of the campaign, Anuradha Aggarwal, senior vice president, brand communications, Vodafone India, said, “This IPL Vodafone’s campaign aims to drive adoption of mobile internet targeting non-users of internet. We want to handhold this consumer to get on mobile internet by making him understand the relevance of it in his life. The idea is to improve the quality of awareness and thereby relevance of mobile internet. Vodafone has a base of (around) 80 million users who have internet enabled phones out of which 32 million are Vodafone internet users and 48 million are non-users. The campaign is aimed at reaching out to the 48 million non-users and many more on our network who can in the short term upgrade to internet enabled phones.”
On the association with IPL, she explained that Vodafone India was one of the first few brands to get associated with the IPL: the brand is an official partner and the on-air co-presenting sponsor on TV from the first season in 2008.
She reiterated that the IPL is one of the biggest mass media properties in the country and gives the brands a very effective, large scale platform to connect with its consumers.
Aggarwal added, "Vodafone India has also used the long term association effectively especially on the on-air sponsorship, to deliver a better bang for the buck on the property keeping in mind its past performance. Over the years, we have also learnt that if you do things that are truly innovative and cutting edge during the IPL, then the impact multiplier is unmatchable."
On the use of Zoozoos for the latest season, Rajiv Rao, national creative director, Ogilvy & Mather, said, “For us it is always a happy challenge to create a new season of Zoozoos. In this new season, you will see a lot more excitement and fun in the world of Zoozoos.”
The 360-degree campaign straddles radio and digital media and will have visibility at points of sale, besides in-stadia engagement.
Client: Vodafone India
Agency: Ogilvy & Mather
National creative director: Rajiv Rao
Head of advertising, Ogilvy India: Hepzibah Pathak
Head of team - Vodafone: Sarang Wahal
Senior creative directors: Kiran Anthony, Shahrukh Irani
Account planning: Prem Narayan, Anoop Menon
Account management: Paghna Bhatia, Chatak Vakharia, Vishal Kaul, Himangi Kanodia, Tejas Sawant, Richa Jaggi
Creative team: Jigi Dalal, Jigar Fernandes, Makarand Berde, Sameer Wagh, Rakesh Jha, Shashank Jha, Paarth Gadia, Aishik Sengupta, Harshad Salian
Production house: Nirvana Films
Director: Prakash Varma
Producer: Sneha Iype
(Updated on 23 April 2013)