Vodafone brings back Cheeka the pug in new campaign

After the long run of Zoozoos, O&M decides to use the pug after a gap of one and a half years to highlight the quality of the telecom company's network

Surbhi Chawla | Delhi | February 21, 2012

Vodafone's new campaign, comprising three TVCs that highlight the quality of its network, also marks the comeback of its old mascot after a break of one and a half years. The pug (Cheeka) that melted a million hearts in the cute Vodafone ads is back in action and can be spotted in the new TVC that has been rolled out by the British telecom giant.

In the recent past, the company's communication was more focused on its Value Added Services (VAS) and to communicate it, Vodafone had deployed the Zoozoos. Like the pug, the Zoozoos too became an instant rage and have been extensively used in various campaigns in recent times.

Moving back to the new campaign, the TVC opens in a park/residential society play area, where a group of kids are playing. Among them is a young boy who spots a pretty girl sitting on a swing and reading a book. Cheeka too notices the boy's interest in the girl and before he can muster courage to walk up and talk to her, his pug runs across to the girl. As the girl starts to pet him, he picks up her scarf and runs towards the boy while the girl starts chasing him. The boy hands over the scarf to the girl and apologises for his pug's behaviour and the conversation between them starts flowing. In the end, the message comes across: 'Instant connections on Vodafone Network'.

The objective of the campaign was threefold. First, it marks the return of Cheeka, the pug, and focuses on the quality of its network. Second, through the new communication, the company wants to reinforce the belief that the Vodafone network offers a superior experience across three key parameters that define the depth or quality of a network – voice quality and clarity, instant connectivity, and no call drops. Third, the campaign also highlights the fact that Vodafone is a truly global network with world class technology and presence in 72 countries.

Rajiv Rao, National Creative Director, Ogilvy & Mather, said, “The brief that was given by the company was to talk about the quality of network. Hence, the pug which was always used to communicate about the network has been brought back. It is noteworthy that this comeback has come after a break of one and a half years. Moreover, with the same team led by Director Prakash Varma, there was a great comfort factor in terms of shooting the campaign.”

Anuradha Aggarwal, Senior VP - Brand Communication and Insights, Vodafone India, said, “The advertising needed to be engaging, clutter-breaking and high on emotion.” Talking about the return of the pug, she commented, “The pug has been a very well liked VF advertising icon for network and services. The brand proposition of the current campaign is about unmatched voice network and who better to helm it than the pug!”

There will be three TVCs in this campaign capturing three stages of the friendship between the girl and the boy. All the TVCs have been shot in exotic locales in Kuala Lumpur.

The TVC:

Credits:

National creative director: Rajiv Rao
Creative: Rajiv Rao, Kiran Anthony, Shahrukh Irani, Jigi Dalal, Makarand Berde
National account head: Kapil Arora
Account management: Sarang Wahal, Paghna Bhatia, Himangi Kanodia, Ekta Mehta
Director: Prakash Varma
Producer: Sneha, Lisa
Production house: Nirvana Films
Media Agency: Maxus

Surbhi@BestMediaInfo.com

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