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Vodafone rolls out latest 'Happy to Help' campaign
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Post the spate of Vodafone commercials featuring the popular ZooZoo characters aired during the IPL, the telecom brand has come up with a new 'Happy to Help' campaign. Created by O&M, the new campaign features Vodafone's trademark character - the young girl and the pug.
Speaking to Campaign India about the latest campaign, Rajiv Rao, executive creative director, O&M said, "This time, we started off wanting to refresh Vodafone's customer service promise. The promise itself wasn't new; it's been a brand philosophy since its launch and the first time we stated this overtly was with the Happy to Help campaign during the IPL in 2008.

Rao adds, "The task for this campaign was to breathe new life into the promise. Moreover, the customer service promise wasn't just a statement. It was backed up with tangible service substantiators - like the over 4000 Vodafone Stores and mini stores which brought the service around the corner, the self service kiosks which made it easy for a customer to help themselves anytime, anywhere; the 24-hour service and Vodafone mobile vans which actually made the service accessible at your doorstep. So we actually wanted to bring the customer service alive using these solid offerings."

Rao says the ZooZoos will be back sometime. "Of course there will be Zoozoo ads in the future. The overwhelming response from all sections of people has ensured the Zoozoos will be back some time," he says.

Watch two of the commercials here:
[vimeo]5573759[/vimeo]

Vodafone Happy to Help 'Dorm' from Campaign India on Vimeo.


The first TVC titled 'Dorm' begins with the young girl tucked up in bed in her dormitory, when she hears a squeak. Soon after, she sits up and begins reading. Cut to the scene where the Vodafone pug is seen keeping a watch near the door. As soon as it hears footsteps, it steps onto a squeaky toy. Instantly the girl shuts her book and feigns sleep. When the footsteps are out of earshot, the pug makes the toy squeak again and the girl then begins reading her book. This spot speaks about Vodafone's self service kiosks
that are 'Happy to help night and day'.

[vimeo]5574095[/vimeo]


Vodafone 'Baking' from Campaign India on Vimeo.

In the second TVC titled 'Baking', the girl is baking something, but is unable to read the recipe book because its pages keep flying. Moreover, her hands are full of dough. Right on cue enters her pug, which helps keep her pages from flying.
When asked whether it was challenging to create a new campaign post an extremely successful series like the ZooZoos, Rao says, "Vodafone has always created properties which have served the brand well. The pug has been one, Zoozoos are another. Each of these exist to make the brand promise come alive. And they all have different roles to play in the overall brand story."

This new campaign is supported by outdoor, online, retail and radio. The creative team includes Piyush Pandey, Rajiv Rao, Elizabeth Dias, Aarati Kakkd, Bhavna Kher, Virendra Shinde and Akshay Seth. The campaign has been shot by Prakash Varma of Nirvana Films.
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