Hi Bloggy

I am coming back to this blog after a very long time.... well, time for re introductions. I am Praveen K Rai a marketing professional now based in Mumbai. When I first started this blog i started it to analyze the positioning strategy of well known indian brands...but frankly pretty soon i got real bored..... SO what I am going to do in Brand Positioning 2.0 is just publish "interesting things" related to Branding so that i am also left interested in posting to the blog.

Will try to make sure that i am able to make posts on regular basis this time around (bt dnt count on me wid dat).

So do I have some thing to post for today.......yup Introducing the ZOOZOOs

By far I assume you all know who they are , how they were created and who they work for..... for those rare species who dont, these are characters from vodaphone india's recent ad campaigns launched during the IPL. The ads have been designed in manner to build recall, infact all the hoopla around the characters is also created for the same reason. But to better understand why these characters really had to be created lets go back a little into the past. Not long time back Vodaphone was Hutch which enjoyed very high recall rates with its classic "You and I" campaign. Post acquisition vodaphone had the objective of communicating the transition to the audience which it achieved through its campaigns till date. Now IPL was a big moment and opportunity to take the Vodaphone brand on its own and remove all Hutch baggage. Also it was a big opportunity to boost falling recall rates as the IPL was supposed to provide great numbers in viewership.

The next step was to design ADS which should

1) Describe product and features

2)Create curiosity

3)Connects instantly

4)Not markedly distanced from Hutch ADs(positioning)

5)Entertain across age groups as in earlier Hutch Ads

6)Be memorable

And the rest they say is history...

LESSON : Original work and innovative ideas are always rewarded handsomely.... the Zoozoo's are turning out be atleast as big a success story as Chika (the pug in the hutch ad) But will all this lead to any real gain in volumes for Vodaphone...........I am waiting.