The campaign has four announcement ads, the first titled ‘Drum’, showcases the kid beating a drum about the new services; while the second one titled ‘Truck’ features the boy driving a toy truck with the message painted on the side, with the pug in tow. Two more ads will be released shortly.
Commenting on the creative strategy, Siddharth Banerjee, National Head, Brand Communication & Insights, Vodafone India said, “We are delighted to bring back our much loved mascot ‘Cheeka’ the pug. Research has shown that the endearing Vodafone pug has had one of the most impactful and long standing connects with the Vodafone brand symbolic with our network. Our communication strategy for this launch was to highlight the benefits of our seamless network and service experience and who better to announce it than ‘Cheeka’ the pug!”
According to reports, the campaign has been strategically launched before the Indian Premier League and about a fifth of its advertising budget has been allocated for it, along with being the title sponsor of the event.
In 2008, the pug for the first time appeared on TV, print and outdoor commercials of erstwhile Hutch mobile services, which were later acquired by British telecom giant Vodafone. The campaign ‘You & I’ showed Cheeka following the boy in unlikely locations, prompting the tagline, “Wherever you go, our network follows.” The lovable pair of the duo made the brand stand out in terms of their communication.
The pug again made a comeback in 2012 to promote ‘instant connections’ on its network. According to reports, the campaign was introduced with the intention of reinforcing the belief that Vodafone network offers a superior experience across three key parameters that define the depth or quality of a network, such as voice quality and clarity, instant connectivity and no call drops.
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