Are ZooZoos overshadowing Vodafone?


My 3.5-year old daughter loves them. They leave her speechless for a good 30-seconds – a near impossible task in itself. They are the toast of the blogosphere and media with everyone going ga-ga over them. Deservingly so. The official fan club of ZooZoos at Facebook has over 140,000 fans. It’s videos are the most subscribed this month at YouTube. They even got them live on the IPL cricket telecast. There must be at least 15 different spots so far (apparently the total number is 30!) and they are coming out of every pore.


Is it an overkill? Are the characters becoming larger than the brand? While the campaign is meant to create awareness and trial for the VAS, how many of them will be remembered? Among the lot released so far, I can remember recall only 3 -beauty alerts, love tips and perhaps cricket commentary. The average mobile consumer will perhaps remember only one or two VAS features. How many of them are they likely to subscribe to? On the other hand, Airtel’s mobile payment films with Madhavan-Vidya Balan were focused on just that service and for me, stand a better chance of being recalled or subscribed to.

No, this is not a case of sour grapes. It’s a fantastic idea, superbly executed. Just wondering if they went a tad overboard on the servings. What say?


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Ex-ad man. Love advertising, Apple, tech, digital, design and all things creative. VP - MarCom, @Robosoft. Views personal. See disclaimer for more.

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