Nice to see changes in an already successful campaign, Vodafone has not shied away from taking risks of removing the much loved pug with the zoozoo’s. The zoozoos have inspired many, what looked in the beginning as good animation was discovered to be actual humans and sets. These funny looking characters with strange voices or as many call them the dwarf egg-heads have capitalised almost every possible media be it Television, Billboards, You tube, The Indian Premier League venues and even social networking sites like Facebook. The mind space that it has captured is phenomenal.
The second season of IPL saw the birth of the zoozoo’s as the new brand ambassadors of Vodafone. In such a short time they managed to bag one of the highest TV viewership ratings during the IPL season.
In 2008, Vodafone had unveiled the ‘Happy to Help’ series with the cute pug during the first season of the Indian Premier League (IPL). Something was expected in the second season as well and they were bang on with the birth of the Zoozoo: a special character created specifically to convey a value added service (VAS) offering in each of the newly released commercials.
These creatures speak a language of their own (something that sounds like gibberish), move in a certain way, and even emote like human beings, with big frowns or big grins to do the trick. Due to their increasing popularity, new ads are being made and telecasted almost every week. These Ads are not only being watched over and over on the TV but people are downloading it like crazy from You Tube as well.
It all conveys that the advertising world is very unpredictable when it comes to the mantra that will click with the audience. It is the concept and its execution that takes precedence over who stars in the ad. An immediate connection with the audience occurs only when the ad is able to effectively communicate its message and results in high recall value.
These lovable faceless egg heads with their light hearted humour have replaced the aura or power that would normally be associated with celebrities like Shahrukh Khan, Kareena Kapoor or Amitabh Bachchan endorsing particular brands.The viewers want refreshing changes and they will not settle for anything less!
In fact,I feel that the zoozoos have intelligently wiped out the need for any celeb associations simply by being the embodiment of Everybody-the common man/woman/child in an identifiable new avatar. Viewers are sick to the teeth of the super-successful SRKs and Dhonis parading products,and along comes this faceless alternative-the zoozoo is me in so many funny real-life situations ,I empathize with the zoo-zoos, and that lends credibility to the campaign and makes me identify with and partly own, the brand.
The second season of IPL saw the birth of the zoozoo’s as the new brand ambassadors of Vodafone. In such a short time they managed to bag one of the highest TV viewership ratings during the IPL season.
In 2008, Vodafone had unveiled the ‘Happy to Help’ series with the cute pug during the first season of the Indian Premier League (IPL). Something was expected in the second season as well and they were bang on with the birth of the Zoozoo: a special character created specifically to convey a value added service (VAS) offering in each of the newly released commercials.
These creatures speak a language of their own (something that sounds like gibberish), move in a certain way, and even emote like human beings, with big frowns or big grins to do the trick. Due to their increasing popularity, new ads are being made and telecasted almost every week. These Ads are not only being watched over and over on the TV but people are downloading it like crazy from You Tube as well.
It all conveys that the advertising world is very unpredictable when it comes to the mantra that will click with the audience. It is the concept and its execution that takes precedence over who stars in the ad. An immediate connection with the audience occurs only when the ad is able to effectively communicate its message and results in high recall value.
These lovable faceless egg heads with their light hearted humour have replaced the aura or power that would normally be associated with celebrities like Shahrukh Khan, Kareena Kapoor or Amitabh Bachchan endorsing particular brands.The viewers want refreshing changes and they will not settle for anything less!
In fact,I feel that the zoozoos have intelligently wiped out the need for any celeb associations simply by being the embodiment of Everybody-the common man/woman/child in an identifiable new avatar. Viewers are sick to the teeth of the super-successful SRKs and Dhonis parading products,and along comes this faceless alternative-the zoozoo is me in so many funny real-life situations ,I empathize with the zoo-zoos, and that lends credibility to the campaign and makes me identify with and partly own, the brand.
