Uploaded March 2018 | Updated September 2026, 3 weeks ago
To announce the launch of its 3G service, Vodafone has created a new character borrowed straight from the movies called Super Zoozoo in the year 2011. The idea then is to put forth the fact that Vodafone's 3G service is faster, smarter, and better than the others.
In one of the shown videos, a Zoozoo walks into a phone booth, which shakes a bit, and out of which comes the transformed Super Zoozoo. He takes off into the sky and proceeds to perform his superhero antics - rescuing a damsel Zoozoo from a bolt of lightning which he flings back at the cloud, saving another from a falling building while romancing her at the same time, helping some office executives with a computation problem by burning out the troublesome variable with laser beams from his eyes, and running faster than a speeding bullet to stop it before it hits someone. Finally he spins the earth around on its axis faster, before flying off.
According to Anuradha Aggarwal, vice-president, marketing, Vodafone Essar, the task this time, in keeping with Vodafone's usual strategy, is to primarily keep it simple. In this case, it implies to ensure that the consumer doesn't feel overwhelmed with the technology aspects of 3G and the jargon therein. Secondly, it aims to communicate that Vodafone's 3G service is 'faster, smarter and better'.
Clichés from Indian movies (particularly, those featuring actor Rajinikanth), and Hollywood movies such as Spiderman and Superman, were borrowed to showcase how Super Zoozoo can do incredible things. As the story is so 'filmy', Ogilvy chanced upon the thought of making the communication look and feel like a trailer.
Little Background About ZooZoo Characters.
ZooZoos are advertisement characters promoted by Vodafone India.
ZooZoos are white creatures with ballooned bodies and egg heads who are used to promote various value added services of Vodafone. These characters are played by human actors in body suits. The ads were created by Ogilvy & Mather, the agency handling Vodafone advertisements.
The Zoozoos are small-bodied, thin women covered in layers of white fabric. Each facial expression is made of rubber and pasted on the actors to cut down on the time and cost for shoot. The effect was achieved by a variety of methods including choosing the right material for the body suits to ensure that there were no wrinkles when the characters moved, shooting the footage at lower framerates and keeping backgrounds simple in terms of details and the use of a neutral tone of grey. The sets were made larger than life to make the characters look small as the producers could not take children as the schedule of shooting was odd.
The Zoozoos were split in two parts - the body and the head. The body was made using a special material stuffed with foam in some places (notably around the stomach) while the head was created using a harder material called Perspex.
PUBLIC RESPONSE: The ads were a hit among the Indian audience. This can be gauged from the huge fan following on social networking sites such as Facebook, Twitter ans so on. The ads were also viewed by thousands of people on YouTube.
Vodafone received the first People for the Ethical Treatment of Animals (PETA) 2009 Glitterbox Award, for replacing the Pug with more humane alternatives in their ads.
To announce the launch of its 3G service, Vodafone has created a new character borrowed straight from the movies called Super Zoozoo in the year 2011. The idea then is to put forth the fact that Vodafone's 3G service is faster, smarter, and better than the others.
In one of the shown videos, a Zoozoo walks into a phone booth, which shakes a bit, and out of which comes the transformed Super Zoozoo. He takes off into the sky and proceeds to perform his superhero antics - rescuing a damsel Zoozoo from a bolt of lightning which he flings back at the cloud, saving another from a falling building while romancing her at the same time, helping some office executives with a computation problem by burning out the troublesome variable with laser beams from his eyes, and running faster than a speeding bullet to stop it before it hits someone. Finally he spins the earth around on its axis faster, before flying off.
According to Anuradha Aggarwal, vice-president, marketing, Vodafone Essar, the task this time, in keeping with Vodafone's usual strategy, is to primarily keep it simple. In this case, it implies to ensure that the consumer doesn't feel overwhelmed with the technology aspects of 3G and the jargon therein. Secondly, it aims to communicate that Vodafone's 3G service is 'faster, smarter and better'.
Clichés from Indian movies (particularly, those featuring actor Rajinikanth), and Hollywood movies such as Spiderman and Superman, were borrowed to showcase how Super Zoozoo can do incredible things. As the story is so 'filmy', Ogilvy chanced upon the thought of making the communication look and feel like a trailer.
Little Background About ZooZoo Characters.
ZooZoos are advertisement characters promoted by Vodafone India.
ZooZoos are white creatures with ballooned bodies and egg heads who are used to promote various value added services of Vodafone. These characters are played by human actors in body suits. The ads were created by Ogilvy & Mather, the agency handling Vodafone advertisements.
The Zoozoos are small-bodied, thin women covered in layers of white fabric. Each facial expression is made of rubber and pasted on the actors to cut down on the time and cost for shoot. The effect was achieved by a variety of methods including choosing the right material for the body suits to ensure that there were no wrinkles when the characters moved, shooting the footage at lower framerates and keeping backgrounds simple in terms of details and the use of a neutral tone of grey. The sets were made larger than life to make the characters look small as the producers could not take children as the schedule of shooting was odd.
The Zoozoos were split in two parts - the body and the head. The body was made using a special material stuffed with foam in some places (notably around the stomach) while the head was created using a harder material called Perspex.
PUBLIC RESPONSE: The ads were a hit among the Indian audience. This can be gauged from the huge fan following on social networking sites such as Facebook, Twitter ans so on. The ads were also viewed by thousands of people on YouTube.
Vodafone received the first People for the Ethical Treatment of Animals (PETA) 2009 Glitterbox Award, for replacing the Pug with more humane alternatives in their ads.
