Conceptualised by Ogilvy & Mather, Vodafone's new campaign to announce the launch of 'Vodafone SuperNet' brings back 'Cheeka' the Pug to ensure strong brand recall and connect
Conceptualised by Ogilvy & Mather, Vodafone's new campaign to announce the launch of 'Vodafone SuperNet' brings back 'Cheeka' the Pug to ensure strong brand recall and connect
BestMediaInfo Bureau | Mumbai | March 15, 2016
Click on the image to watch the TVC.
'You and I, in this beautiful world.' Remember the line that the whole of India hummed just a few years ago? The commercial that symbolised 'Vodafone Network' has always been one of the most loved ad films that had a little pug following a boy. And it is back, the only thing that could give Vodafone's white peppy Zoozoos a complex.
Vodafone India recently unveiled Vodafone SuperNet, a seamless network experience that empowers customers to remain confidently connected at all times for their voice and data needs with 'Cheeka' the most lovable character of the Vodafone ads. Once again 'Cheeka' is seen with a boy in the newly launched ads, 'The Truck' and 'The Drum'.
The campaign is being promoted with a high-decibel 360-degree communication conceptualized by Ogilvy & Mather, which shows Cheeka following a boy wherever he goes.
The campaign, comprising four 15-second ads, kicks off with the Cricket World T20 action. The films were shot in Bangkok.
Announcing the launch of Vodafone SuperNet, Sandeep Kataria, Director, Consumer, Vodafone India, said, “Network plays a crucial role in enhancing customer experience. In our continuing endeavour to provide superior voice and data services, we have made significant investments to expand, upgrade and modernise our network across the country. To cater to evolving consumer needs, we use multiple technologies to provide over 194 million customers across the country, all-round benefits of a seamless network experience, beyond just speed.”
Elaborating on the communications strategy to launch Vodafone SuperNet, Siddharth Banerjee, National Head, Brand Communication & Insights, Vodafone India, said, “We are delighted to bring back our much loved mascot 'Cheeka' the pug. Research has shown that the endearing Vodafone pug has had one of the most impactful and long standing connects with the Vodafone brand symbolic with our network. Our communication strategy for this launch was to highlight the benefits of our seamless network and service experience and who better to announce it than 'Cheeka' the pug.”
Speaking about the idea and the concept, Kiran Anthony, Group Creative Director, Ogilvy & Mather, said, “The idea was to make a simple and clear announcement ad which has a clear message. The pug was missing for the last four-five years and it has always stood for our network. SuperNet is a 2.0 for Vodafone as it is not just a network service but has a lot of other features also. We wanted to use our icon for this and especially when these ads are like small and crisp announcement ads. For that nothing better that 'Cheeka' could have made for better brand recall. We knew it will get an instant brand recall.”
“Though it was a challenge to get the pug back, it has a strong connection. These are small ads wherein the boy is announcing the new service and the pug is giving him company. It does not have a long story, so this step of using the pug served our purpose,” Anthony added.
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