Vodaphone introduced ZooZoo Indian Premier League Season 2. The strange white creatures with ballooned bodies soon became icons of the advertising world. The company has brought back the epic characters this The IPL 2013, in attempts to extend their reach with consumers.
The telecom service has launched its mobile internet campaign, with an objective to drive trial of the internet using the Rs. 25 starter pack, by creating relevance for using internet on the mobile and improving the quality of awareness of the internet. Also, the campaign is aimed to make awareness of the advantages of internet to non-internet users.
Anuradha Aggarwal, Senior Vice President - Brand Communications & Insights, Vodafone India said, "Vodafone India was one of the first few brands to get associated with the IPL. We are the official partner for IPL and the on-air co-presenting sponsor on TV from the first season (2008 onwards). It has been a fruitful association wherein IPL has delivered high reach through TV and a strong consumer connect for the brand through the on-ground engagement with our customers."
Aggarwal also talks about the campaign saying "This IPL Vodafone's campaign aims to drive adoption of mobile internet targeting non users of internet. Vodafone brings back our favourite iconic character ZooZoo in a new avatar. The ZooZoo world has featured in our IPL campaign for 3 seasons now and in our endeavour to make it more engaging for our consumers, we decided to bring them back with a fresh twist."
Vodafone in order to promote adoption of mobile internet is also launching a one time trial pack of Rs 25 on 2G and Rs 49 on 3G.
High-decibel complete 360 degree campaign involving Point of Sale, Radio and digital plan is already in action on promoting this activity which is meant to be of a means of driving mobile Internet pack sales. Details of other on-ground activations and some more surprises along with the new campaign to be shared in due course of time.