Advertisements - Brands to have stayed connected in India
Vodafone India, formerly Vodafone Essar (2007-2011) and Hutchison Essar (1992-2007), is one of the largest mobile network operator in India. It offers both prepaid and postpaid GSM cellular phone coverage throughout India.
In 1995, Hutchison Whampoa and its Indian business partner – Max Group, launched the mobile telecommunications services as Hutchison Max in Mumbai.
By 2004, Hutchison Whampoa had acquired interests in 7 mobile telecommunications operators including BPL Mobile providing service in 16 of India's 23 licence areas and by 2006, it established itself in all the 23 licence areas. With this it was also able to establish a robust network, well known brand and large distribution network – all vital to long-term success in India.
In February 2007, Hutchison Telecom announced that it had agreed to sell its 67% stake in Hutchison Essar Limited for a total cash consideration of approximately $11.1 billion to a subsidiary of Vodafone Group Plc. The company was renamed Vodafone Essar.
Hutch was often praised for its award winning advertisements which all follow a clean, minimalist look. The same was continued by Vodafone after the rebranding and is known for the memorable communication.
In the year 2003, when several telecommunications companies were competing for a share of the rapidly growing mobile phone market, Hutch wanted to convey the message that its service was robust enough to provide coverage in every part of the country. It hired Ogilvy & Mather to create an advertisement campaign focusing on this theme which led to the launch of the highly acclaimed and successful campaign Wherever you go, our network follows.
There were a number of advertisements launched under Wherever you go, our network follows campaign until 2007, when Vodafone India took over and launched the Hutch is now Vodafone and Change is Good campaign. 'Hutch' was now rebranded to 'Vodafone'.
To try and establish Vodafone as a brand in India, the Happy to Help campaign was launched in 2008. The initial ad was promising but later ones failed to create a buzz.
A company’s new brand campaign should be extremely powerful particularly when a new brand’s identity has to be established on top of an existing and already quite established brand. Vodafone’s Zoozoo campaign was launched in 2009 along with IPL 2 with a lot of expectations and a motto of promoting its Value Added Services (VAS) and another subtle motto of replacing brand Hutch with that of the Vodafone. As expected Zoozoos or Zoozooperstars had become overnight brand ambassadors of Vodafone and saved the company from the negative impacts of Happy to Help You campaign.
The Zoozoos are small-bodied thin women and occasionally children covered in layers of white fabric. Each facial expression is made of rubber and pasted on the actors to cut down on the time and cost for shoot. The thin limbs contrasted with big bellies and a bulbous head and along with the huge sets added to the illusion that these creatures were cartoons and 'smaller' than humans.
In efforts to keep connecting with more than a billion hearts in the country, in 2010, Vodafone launched the Little Things You do campaign followed by the launch of the much awaited 3G services in India in 2011, for which the Zoozoos were retained as their brand ambassadors.
With the current campaign Instant Connection, the pug is again the focus. With the variety of campaigns that Vodafone India has launched recently, it has rightly balanced the use of its brand ambassadors. People would lose interest if they are exposed to too much of Zoozoos or the pug.
Vodafone India continues to surprise us with its innovative and fresh campaigns and has successfully managed to replace Hutch and establish itself as a separate identity and a brand in the mind and heart of the people.
Vodafone India, formerly Vodafone Essar (2007-2011) and Hutchison Essar (1992-2007), is one of the largest mobile network operator in India. It offers both prepaid and postpaid GSM cellular phone coverage throughout India.
In 1995, Hutchison Whampoa and its Indian business partner – Max Group, launched the mobile telecommunications services as Hutchison Max in Mumbai.
By 2004, Hutchison Whampoa had acquired interests in 7 mobile telecommunications operators including BPL Mobile providing service in 16 of India's 23 licence areas and by 2006, it established itself in all the 23 licence areas. With this it was also able to establish a robust network, well known brand and large distribution network – all vital to long-term success in India.
In February 2007, Hutchison Telecom announced that it had agreed to sell its 67% stake in Hutchison Essar Limited for a total cash consideration of approximately $11.1 billion to a subsidiary of Vodafone Group Plc. The company was renamed Vodafone Essar.
Hutch was often praised for its award winning advertisements which all follow a clean, minimalist look. The same was continued by Vodafone after the rebranding and is known for the memorable communication.
In the year 2003, when several telecommunications companies were competing for a share of the rapidly growing mobile phone market, Hutch wanted to convey the message that its service was robust enough to provide coverage in every part of the country. It hired Ogilvy & Mather to create an advertisement campaign focusing on this theme which led to the launch of the highly acclaimed and successful campaign Wherever you go, our network follows.
There were a number of advertisements launched under Wherever you go, our network follows campaign until 2007, when Vodafone India took over and launched the Hutch is now Vodafone and Change is Good campaign. 'Hutch' was now rebranded to 'Vodafone'.
To try and establish Vodafone as a brand in India, the Happy to Help campaign was launched in 2008. The initial ad was promising but later ones failed to create a buzz.
A company’s new brand campaign should be extremely powerful particularly when a new brand’s identity has to be established on top of an existing and already quite established brand. Vodafone’s Zoozoo campaign was launched in 2009 along with IPL 2 with a lot of expectations and a motto of promoting its Value Added Services (VAS) and another subtle motto of replacing brand Hutch with that of the Vodafone. As expected Zoozoos or Zoozooperstars had become overnight brand ambassadors of Vodafone and saved the company from the negative impacts of Happy to Help You campaign.
The Zoozoos are small-bodied thin women and occasionally children covered in layers of white fabric. Each facial expression is made of rubber and pasted on the actors to cut down on the time and cost for shoot. The thin limbs contrasted with big bellies and a bulbous head and along with the huge sets added to the illusion that these creatures were cartoons and 'smaller' than humans.
In efforts to keep connecting with more than a billion hearts in the country, in 2010, Vodafone launched the Little Things You do campaign followed by the launch of the much awaited 3G services in India in 2011, for which the Zoozoos were retained as their brand ambassadors.
With the current campaign Instant Connection, the pug is again the focus. With the variety of campaigns that Vodafone India has launched recently, it has rightly balanced the use of its brand ambassadors. People would lose interest if they are exposed to too much of Zoozoos or the pug.
Vodafone India continues to surprise us with its innovative and fresh campaigns and has successfully managed to replace Hutch and establish itself as a separate identity and a brand in the mind and heart of the people.
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