The zoozoos were one of the most successful TVC campaigns in a long time. Generally you had a couple or more ads for a particular brand of products. With the zoozoos, Vodafone and Ogilvy India went ahead and made 30 ads for showcasing the Value added services (VAS) campaign in 2009. they were the talk of the town during IPL 2. Come IPL3 and the zoozoos are back but they have lost the zing.
One thing thought noticeable is that some other brands too have followed suit with a number of ads. Tata Docomo with its caller tune variety of ads, Airtel with Sharman Joshi and Idea with Abhishek Bachchan. All three were for the Value added services. The difference would be in Docomo ads which were particularly for the caller back tunes where the caller listens to the tune set by him rather than the tune set by the person called. Maxx mobile too followed it with Mahendra Singh Dhoni but in a small way where they too had a series of ads though not in the same quantity.
The scale for each campaign though could be different. The zoozoos must have cost a bomb for production. The Airtel ads too would have cost more. Similar would have been the case for Docomo. Idea’s campaign though was different. It has Abhishek Bachchan sitting in one position with his traditional peon and the attractive secretary mouthing different dialogues each time. The setting was same every time except the dialogues. It was a very cost effective way of producing a series of ads.
Thus Ogilvy India has stayed true to its reputation of being one of the best agencies and the most innovative as well.
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