A New Odyssey (Vodafone Zoozoos)

During the second season of the Twenty20 cricket tournament Indian Premier League (IPL) in 2009, there was a buzz about some egg-headed characters which had taken over the Indian television screen. There was a lot of excitement, interest and curiosity about these delightful and funny characters whom mobile service brand Vodafone and its creative agency Ogilvy India had decided to call the ‘Zoozoos’. These egg-headed creatures spoke an alien language and laughed wickedly, but everybody could understand what they had to say about Vodafone’s value-added services (VAS). And soon the Zoozoos became the real star of the IPL ad breaks, so much so that along with tracking their favourite IPL team’s ever-changing fortunes, cricket fans were also keeping tabs on the latest antics of the Zoozoos.
The Zoozoos attained cult status with everyone in the country talking about them. They had millions of fans on Facebook and even Vodafone and Ogilvy’s rivals described them as the best clutter-breaking tool any brand or its creative agency had come up with in recent advertising history. Early this year, the Zoozoo’s latest avatar—the 3G Superhero—was released to coincide with Vodafone’s launch of 3G services. And now, the Zoozoos are embarking on a new adventure as Vodafone gears up to launch them in international markets. FE Brandwagon traces the journey of the Zoozoos in India and what makes them universal. We also bring you some amazing, hitherto unknown, trivia about the Zoozoos.

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