Top Story

Home >> Advertising >> Article

Return of the ZooZoos – powered by 'Super' spirit

02-March-2011
Font Size   16
Return of the ZooZoos – powered by 'Super' spirit

Name: ZooZoo (new name – ‘Super ZooZoo’)
Father’s Name: Vodafone
Mother’s Name: Ogilvy & Mather
Godfather: Rajiv Rao

Yeah, pretty much a brief introduction for ZooZoos.

Two years back when ZooZoos were launched during Indian Premier League (IPL) Season 2, they became a craze not just in India, but globally too. The kind of fan following they gathered within a few days of going on air made them the hot favourite of every generation.

ZooZoos came across as an absolute innovative advertising character with balloon like bodies and egg like heads, where the real people who were dressed up as ZooZoos were made to look as animated as achievable. These were aired to generally talk about the value added services of Vodafone. Now this description does not justify the kind of rage they had become when they were first aired, so much so that there were 30 commercials, one for each day of the IPL. The markets saw a flood of ZooZoo merchandise from coffee mugs, games fan pages to T-shirts and a lot more. Everyone spoke of those mysteriously funny looking, cute characters. They were very much there to give competition to the likes of Mickey & Minnie and Tom & Jerry.

Another special feature about the previous and current ZooZoos campaign is that all the conversation takes place in a ‘not so familiar’ language, which can be regarded as the ‘ZooZoo language or ZooZooian language.

ZooZoos go ‘Super’
Since the previous campaigns were such a masterpiece, expectations from the new campaign were exceptionally high, but nevertheless, the new ‘Super ZooZoo’ campaign leaves no one disenchanted. The Super ZooZoo is the main campaign and will be followed by a few others.

The new campaigns is done by the exact same team as for the previous campaigns with the client being Vodafone, the agency is Ogilvy & Mather, while the director is Rajiv Rao, NCD, Ogilvy & Mather. Nirvana Films is the production house. The new TVC has been shot at the same location as the preceding campaigns – Cape Town.

On the return of ZooZoos, Rajiv Rao, NCD, O&M, said, “After ZooZoos, we have now introduced Super ZooZoo. It’s a way in which we have refreshed ZooZoos. All the challenges that we faced during our refreshing efforts seem completely worthy when we see the new campaigns.”

ZooZoos can be regarded as path-breaking advertisement for Vodafone created by Ogilvy & Mather, which have created such a sensation that it is very difficult to think of outdoing it or even reaching up to its level. But given the quirky nature of creativity, who knows one day there will be something that surpasses the ZooZoos in the ad world.
 

The new Head of Office for FCB Ulka Bengaluru on her vision for the agency, her role in shaping brands over 16 years, and why it is important to have fun in advertising

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

Richard Ingleton, Group CEO, Kantar Insights, says it is not right to associate market research with just survey

Vaishali Verma of Initiative, part of the Interpublic Group’s media management network IPG Mediabrands, spoke about her transition to CEO, and her vision for the agency

Flipkart entered the same category after a brief hiatus in the fifth spot

Sunil Lulla, Group CEO, Balaji Telefilms Ltd. spoke about the transition of branded content, the key performance indicators for a content marketing campaign and more

A look at Prime Minister Narendra Modi’s journey from common man to being India's most powerful man