Vodafone Essar's Advertising Strategy - The 'Zoozoos' Campaign

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Case Details:

Case Code : MKTG220
Case Length : 16 Pages
Period : 2007-2008
Pub Date : 2009
Teaching Note :Not Available
Organization : Vodafone Essar Limited
Industry : Mobile communications
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"Zoozoos have given something interesting to the Indian ad industry which has been seeing the same ideas dished out time and again. The zoozoo concept has immediately connected with the audiences and any creative that can create an emotional connect with an audience has hit the right spot."¹

- Prasoon Joshi, Executive Chairman of McCann Erickson India², in May 2009.

"While their media strategy to blast these ads during IPL has worked for the brand, the downside is that the characters are bigger than the story being sold. People have a limited capacity to remember features, so it may have worked to release the ads in a phase manner rather than hammer them out one after the other."³

- Mahesh Murthy, Founder and Chief Executive Officer, Pinstorm⁴, in May 2009.

Introduction

In April 2009, India-based Vodafone Essar Limited (Vodafone Essar), a subsidiary of mobile network operator Vodafone Group Plc. (Vodafone) based in the UK, launched an innovative advertising campaign that caught the imagination of both the public and advertising experts.

The campaign, focusing on the different value added services (VAS) offered by the company, introduced new characters called the Zoozoos. Several advertisements in which the Zoozoos featured were shown on television during the Indian Premier League (IPL)⁵ Season 2⁶.

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1] Khyati Shah, "Zoozoos-The New Ad Icons," http://www.mumbaimirror.com, May 25, 2009.
2] McCann Erickson India is a subsidiary of McCann Erickson Worldwide, a global advertising agency. Its clients included Microsoft, Nestlé, Coca-Cola, GlaxoSmithKline, HP, Johnson and Johnson, MasterCard, Sony Ericsson etc.
3] Gouri Shah, "Zoozoo Enjoys 15 Min under the Sun," http://www.livemint.com, May 01, 2009.
4] Pinstorm is an India based digital marketing firm founded in 2004.
5] The Indian Premier League, also known as the "DLF Indian Premier League" is a Twenty20 cricket competition created by the Board of Control for Cricket in India (BCCI). (Source: http://en.wikipedia.org).
6] In 2008, in IPL-Season 1, Vodafone Essar started another advertisement campaign, named 'Happy to Help' using a pug

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