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Vodafone Essar previously known as Hutchison Essar is a cellular operator in India. Vodafone Essar or more commonly known as Vodafone is a global telecommunications company having its headquarters’ in London. The referred name was chosen by the company to “reflect the provision of voice and data services over mobile phones” as the name comes from the words voice data fone. In 2007 Hutchison announced that it had entered into an agreement with Vodafone Group PLC and therefore changed to its present name.
Vodafone has become a leading operator not only in India but also in other countries like Japan. Vodafone apart from its efficient services is also a favourite among the masses in terms of entertainment because of its refreshing and wonderful advertisements. Initially when Vodafone was known better as Hutch, it started its string of ads with the famous cute pug named Cheeka following a small boy around all over with the tagline, “wherever you go our network follows”. The pug, the boy, the freshness, and the catchy song “you and I in this beautiful world’ playing in the background immediately captured the attention of the viewers and melted their hearts to their ‘sofas’.
After seven months during which time the hutch to Vodafone transition occurred, the pug re-appeared once again this time with a girl who keeps constantly getting help from the little toy dog this time having the tagline,” Vodafone is all happy to help you”. This new star endorser has been brought down from Cape Town, South Africa and the ad has also been shot in the respective place.
But the success story doesn’t end here, just when everyone thought that Vodafone has exhausted its creativity, emergedthe ‘ZooZoo’ world. ZooZoo is the new endorser for Vodafone. They are characters which have come out for the Vodafone ads since the second season of the Indian Premier League. They are creatures having heads in the shape of eggs and balloon sized bodies. They talk in a language that is unintelligible and have eyes and mouths, the size of black buttons. The ads are usually humorous having one or more characters.
Although the ads may seem to be computerized, the fun part is that they are actually done by real human beings in costumes. Women and children have mostly acted in the ads and it has been shot in South Africa. The setting has been given a larger than life look and the costumes have been created in such a way that the characters look almost animated. Idea for this ad took root in Mr. Rajiv Rao’s head which was ultimately given the actual outcome by ad filmmaker Prakash Varma of Nirvana films. Together they put together a series of delightful ads which became the most sought after advertisements on television. Clean, short and funny, the ads became an immediate hit with people from all age groups. Owing to the popularity of ZooZoo, not only have a number of fan pages been created on the social networking sites but a number of dolls have also come out in the market.
The latest innovation in the Vodafone ad campaign has been Zoozoo in the avatar of a superman endorsing the Vodafone broadband 3G with speed that is’ Faster, Smarter and Better’.
Vodafone ads have always been very different from the conventional phone operator advertisements and their ads never miss to catch the attention of the people whenever it is aired on television. If the ads with the pug brought delight to the heart, the ZooZoo ads are doing wonders in the field of humor. With the hope that Vodafone will continue to provide us with more such fun-filled ads, we intently keep an eye out for more of ZooZoo and its craziness.
Madhurima Ganguly
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Image Source: [http://www.timepass69.com/stuff_icons//2010/March/vodafone_zoozoo_wallpapers3.jpg]