Vodafone Pugs are back; this time in a group!

Vodafone launches its first campaign of 2018, created by Ogilvy Mumbai

e4m by exchange4media Staff
Updated: Jan 10, 2018 8:50 AM

Vodafone India, which has been continuously strengthening its network by substantial investments has now brought back its iconic mascot – Cheeka – India’s favourite pug – this time with a full Pug Army to charm customers with this exciting new campaign.

Vodafone has made significant capital expenditure investments to modernise, upgrade and strengthen its network across the country, empowering customers to enjoy a superior network experience and remain confidently connected at all times. The new campaign will amplify this commitment by highlighting that Vodafone has been adding a tower every hour to enhance connectivity for its over 210 million customers.

Sonal Dabral, Group Chief Creative Officer & Vice Chairman, Ogilvy India, said: "We are very excited by this new Vodafone campaign. It’s all about taking the brand to the next level while preserving the past and building the new. The campaign's objective was to bring alive the proposition - the Data Strong Network, in a simple yet evocative manner. Everyone  knows that the pug symbolizes the Vodafone network. We decided to build on this equity and tell a story that’s charming and refreshing. True to Vodafone’s voice."

Commenting on the new campaign, Siddharth Banerjee, Executive Vice President, Marketing, Vodafone India, said: "From the early 2000s, our Pug has always been associated with Hutch and then Vodafone’s reliable network. The new campaign #StrongerTogether highlights our continued commitment to providing a world class network experience and we are delighted to present Cheeka and friends to our generation of customers in India. We hope people like the evolution of the “Network That Follows You” to the refreshed thought of The Data Strong Network which always Follows You."

Kiran Anthony, Executive Creative Director, Ogilvy Mumbai, said: "Refreshing icons is always difficult. People still remember our first boy and dog ad. and even the line, "wherever you go, our network follows." The challenge was to convey the new network proposition, "we are getting stronger" while retaining the simplicity and charm of our most loved asset."

The 360 degree high decibel campaign has been conceptualized by Ogilvy & Mather India. Presenting a wholesome marketing mix, the six weeks campaign will connect with customers across diverse mediums like OOH, radio, print and digital.

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