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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Introduction Contd...

Soon after they were aired on television, the Zoozoos and the ads became really popular.

Commenting on their popularity, Rajiv Rao (Rao), Executive Creative Director, South Asia, Ogilvy and Mather India (O&M India)⁷, the advertising agency which created the ads, said "What makes them [Zoozoos] so endearing is that they are innocent people living in a simple world unlike ours, who laugh loud when they laugh. And who seem to be in an in-between world of animation and reality."⁸

Despite the high brand recall that this advertising campaign ensured for Vodafone Essar, not everyone was impressed by the company's ad strategy. Some analysts were doubtful about whether the ads would attract people living in the semi-urban and rural areas of India. They also wondered whether the popularity of the Zoozoos advertising campaign would actually help the company increase its revenues...

Excerpts >>

7] Ogilvy and Mather India (O&M India), founded in 1928, was the first advertising agency in India. It was a subsidiary of OgilvyOne Worldwide, which again was the subsidiary of Ogilvy & Mather Worldwide, an international advertising, marketing, and public relations agency based in New York, the US.

8] "Vodafone ZooZoos, Stars of IPL Ad Breaks," http://www.thehindubusinessline.com, April 30, 2009.


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