Vodafone Essar's Advertising Strategy - The 'Zoozoos' Campaign
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ICMR HOME | Case Studies Collection
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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Excerpts
Background Note
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Vodafone entered India in December 2005 by acquiring a 10 percent stake in Bharti Ventures Limited (Bharti) which later became Bharti Airtel Limited. However, as Bharti later ruled out further dilution of its stake, Vodafone started considering other options to increase its market share in India...
Vodafone Essar's Advertising Campaigns
After successfully rebranding 'Hutch' as 'Vodafone', Vodafone Essar
started expanding its presence in India. The company used almost all media
channels to advertise its services.
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It not only advertised on television, but also in newspapers, the radio, and on hoardings across the country...
The Making of Zoozoos Campaign
In November 2008, Vodafone Essar decided to launch an advertising campaign to communicate the VAS offered by the company (Refer to Exhibit IV for Some VAS offered by Vodafone Essar). The company planned to air the ads during IPL-Season 2. It was decided that O&M India, the advertising agency creating campaigns for Vodafone Essar, would create separate ads for each service. During IPL-Season 2, a different ad would be shown each day, to attract the viewers' interest...
Excerpts
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