Kavita Nair, chief digital transformation and brand officer, Vodafone Idea, said, “In the current circumstances, telecom networks are our only window to the outside world, to just being in touch with other human beings, to staying connected to anything at all. While VIL has been going the extra mile to keep the nation connected, we thought it’s time to bring back our best loved icons – Pug and Zoozooz – to reinforce the importance of staying home, staying safe and staying connected with Vodafone in these difficult circumstances. We felt that these much-loved icons would be perfect to appeal to the emotions of Indians, urging them to stay safe at home and stay busy on Vodafone network.”
Kiran Antony, CCO, Ogilvy India, said, “People tend to seek familiarity in uncertain times to feel comfortable. And that is where loveable brand properties can play an important role. More than for the nostalgia factor, we also brought back the pug to stand out from the rest of the ads delivering the same message. With some clever editing, we managed to re-purpose an old ad to deliver this important message.”
However, profitability took a hit, weighed down by acquisition and restructuring costs linked with Omnicom’s IPG merger and sweeping efficiency cuts across media and production units.
In a cluttered digital landscape, BigCity Promotions’ co-founder points out that brands are swapping coupons for contextual rewards to build loyalty, data, and deeper connections.