Explains Harit Nagpal, chief marketing officer, Vodafone India, "We're acquiring customers at a very fast pace, but a large number of them are unaware of the range of services we offer.
I mean, 'phone backup', which we're advertising now, was launched two years ago, for instance!
If one wishes to understand the size of this head, here's a fact: a human head would typically reach up to the mouth level of this giant Zoozoo head.
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To make it look bigger than a human head, a harder material called Perspex was used, which in turn was stuffed with foam (with scope for ventilation).
Currently, some10 films are on air, for service offerings such as Cricket Alerts, Beauty Alerts, Phone Backup, the IPL Contest 1, the IPL Contest 2, Chhota Credit, Vodafone Maps, Vodafone Call Filter, Live Games and Musical Greetings.
Each film, shot against a Grey backdrop, has these characters interacting with one another (some storylines even have Zoozoo families) with the product story weaved in.
"So, we chose not to do just one or two ads, or viewers would get bored quickly, watching them over and over on the IPL," says Nagpal.
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Six months ago, Vodafone briefed its agency, Ogilvy India, to create uncommon characters - a common thread to link the ads in the campaign together.The creatures were then given a characterisation: they are to lead simple lives, speak a language of their own (something that sounds like gibberish), move in a certain way, and even emote like human beings, with big frowns or big grins to do the trick. "We even limited the number of emotions to be used, to keep things easy," says Rao.
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