IPL or no IPL, Vodafone continues to play the ZooZoo card
Telecom player brings back its most-loved icon ZooZoos in a new avatar through an expansive marketing campaign even if its association with IPL this year is still a question mark
The countdown to the Vivo Indian Premier League has already begun but telecom player Vodafone hasn’t still taken its renewal vows of sponsorship with the league (if taken 2018 will be the eleventh year) owing to exorbitant rates. But it made a smart move to bring back its most loved branded assets ZooZoos in a new Ninja avatar to communicate its “Happy to Help IN A CLICK.” This as mentioned in the previous article is their new digital transformation initiatives.
When asked about the timing Siddharth Banerjee, Executive Vice President - Marketing, Vodafone India without explicitly mentioning the name of the tournament responded, “We wanted to communicate an interesting new proposition we have for consumers which is ‘Happy to Help.’ Traditionally Zoozoos have been associated with cricket season. Consumers have been asking about them. So in keeping with the topicality of our campaign break, we are bringing them back in a brand-new Ninja avatar. They are quick, agile and efficient, much like our service experience, enabled by the digital transformation initiatives at Vodafone India.”
The telecom player gives consumers the option to customise their plans and numbers online and have a connection home delivered. They can also manage their entire family’s accounts on the My Vodafone App and book appointments in advance before they visit a store.
In 10th edition of IPL ad environment (2017) these Vodafone ZooZoos stole the show with their comic acts and were the most engaged and liked content, according to Maxus, the global media agency of GroupM, which analysed the social conversations that season. Let’s not forget the telecom operator actually brought back the character that season to celebrate its decade-long association.
There will be a full 360-degree marketing campaign touching upon all mediums running from April to June. Banerjee emphasises, “This is major campaign for us. It’s gold-level. It will play across all leading television channels.”
When asked if these branded assets will make an appearance in the turfs during IPL Banerjee briefly replies, “Not necessarily.”
So even if Vodafone restarts its association with IPL or not, ZooZoos will continue winning consumers’ hearts this season.
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