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Vodafone is back with the pug army

The campaign created by Ogilvy Mumbai does not only feature Cheeka (everyone’s favourite pug) but also an entire army of pugs

Click on the image to watch the TVC.

The adorable Cheeka (everyone’s favourite pug) has been the face of Vodafone for roughly 13 years now. The pug first stole hearts when it was chasing after boy in an advert for Hutch and has been with the brand ever since, even after Vodafone’s acquisition of Hutch.

Vodafone is back with a campaign featuring their mascot and this time there is more than one reason to cheer. The new campaign, conceptualised by Ogilvy Mumbai intends to showcase Vodafone’s network strength and highlight the fact that the network has been adding a tower every hour to enhance connectivity for its over 210 million customers.

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.”

On the decision to bring the pug and challenge in doing so, 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.”

Sonal Dabral, Group Chief Creative Officer and 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 symbolises the Vodafone network. We decided to build on this equity and tell a story that’s charming and refreshing. True to Vodafone’s voice."

The 360 degree high decibel campaign will go live on January 10, 2018. Presenting a wholesome marketing mix, the six weeks campaign will connect with customers across diverse mediums like OOH, radio, print and digital.

The TVC:

Client: Vodafone India
Agency: Ogilvy Mumbai

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