Zoozoos go global

Nearly two years after Zoozoos,egg-shaped characters created for Vodafone ads,became a national phenomenon,they are getting ready for an international launch.

Nearly two years after Zoozoos,egg-shaped characters created for Vodafone ads,became a national phenomenon,they are getting ready for an international launch. In all probability,the mobile service provider will be using the ads aired in India for their global campaign as and when required.

The simplicity and the extendability is what is making Zoozoos click globally. However,it is too premature for us to get into the specifics at this point of time, says Anuradha Aggarwal,vice-president (marketing,brand communication and consumer insights),Vodafone.

During the second season of Indian Premier League (IPL) in 2009,Zoozoos stole the thunder of cricketers with their appearance on the small screen during commercial breaks. They were created by Vodafone and Ogilvy India. Within days of their debut,they became a national craze spawning Facebook pages and T-shirts dedicated to them.

The fact that Zoozoos are going international doesnt come as a surprise to their creators and brand analysts. Rajiv Rao,Ogilvy Indias national creative director,says These characters are highly universal as there is no language and no cultural association. Prakash Varma of Nirvana Films,who directed all the Zoozoo ads,agrees with Rao. Indian ads working across geographies only shows that we now speak a universal language, he says.

PAYAL KHANDELWAL

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