Zumi Zumi : Vodafone launches mini Zoozoo music video

Vodafone’s long promotional activity during IPL comes to an end with a celebration video of mini Zoozoo dancing to the tune of Zumi Zumi. Zoozoos have been the most popular characters of Vodafone after their ‘Pug’. The video opens with the entire army of Zoozoo dancing and celebrating and highlighting the latest data plan offerings by the brand. The aim of the recent ZooZoo campaign for this IPL season was to encourage the mobile phone users to access Vodafone’s exciting data packs.

Looking at the internet penetration and growing usage of internet on smartphone and tablet, Vodafone offered its customers amazing data plans and hence the marketing buzz with Zoozoo. Well, no doubt that the closing strategy was quite grand with Zumi Zumi.

To get more interesting insights about the new Zoo Zoo music video campaign, Adgully caught up Rajiv Rao, National Creative Director, Ogilvy & Mather (Mumbai).
Speaking about the campaign, he said, “Music video was part of the entire IPL campaign and not a separate activity. We were sure that the mini zoozoo will be as loved as much and hence wanted a grand finale which everyone can enjoy. We have seen a lot of traction of it from our fans.

When asked how the entire idea came up, Rao said did, “In our current campaign we evolved the zoozoo world with the introduction of mini zoozoo who are metaphors for mobile Internet. We wanted people to have loads of fun while accessing internet on mobile. This video is like a celebration of the same. And what better time than the IPL Playoffs this year.”

Though the brief was not specific to create a music video but was given for the overall IPL Campaign. This year’s campaign aims to drive adoption of mobile internet targeting non-users of internet. “We wanted to handhold them to get on mobile internet in a more fun filled manner. The idea is to improve the quality of awareness and thereby relevance of mobile internet,” Rao added.

“We launched a teaser campaign to introduce the mini Zoozoos and this music video has been created to celebrate all the other films. This video is the finale that brings a wrap to this year's IPL campaign. We strategically timed the launch of this video the final matches of the IPL,” he added further.

Speaking about the plans going forward, Rao stated, “Our fans have always loved whenever we evolved them. Be it Super zoozoo or now the mini zoooo. We have just wrapped this campaign but do watch this space for more.”

The 30 sec video is being aired across all television channels and a longer version is being promoted across all the digital channels. There were many on ground activities and innovations that were done on this campaign. According to Rao, “Ground-activities are a fun way to not only promote the music video but also are an excellent to get customers to interact and engage with the brand.”

Giving the entire IPL season a musical twist and turn Vodafone once again took the eyeballs and hearts of its customers and grabbed a lot more eyeballs for sure.

Credits

Agency: Ogilvy & Mather (Mumbai)
National Creative Director: Rajiv Rao
Head of Advertising, Ogilvy India: Hepzibah Pathak
Head of Team Vodafone: Sarang Wahal
Sr. Creative Directors: Kiran Anthony & Shahrukh Irani
Account Planning: Prem Narayan & Anoop Menon
Account Management: Paghna Bhatia, Chatak Vakharia, Vishal Kaul, Himangi Kanodia, Tejas Sawant & Richa Jaggi
Creative team: Jigi Dalal, Jigar Fernandes, Makarand Berde, Sameer Wagh, Rakesh Jha, Shashank Jha, Paarth Gadia, Aishik Sengupta & Harshad Salian
Production House: Nirvana Films
Director: Prakash Varma
Producer: Sneha Iype