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During IPL 2009, it claimed that 2.6 million people visited the page in 10 days.Taking a cue from the immense popularity of these characters, Vodafone tied up with Shoppers Stop to launch Zoo Zoo merchandise."They lend themselves to a campaign only when there is something new, better and bigger in the offering," Banerjee informs.Zoo Zoos Season I (2009) saw a series of 27 television spots talk about value-added services.With the arrival of Season III (2013), Zoo Zoos were back to drive adoption of the mobile internet with nine television spots.

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The television campaign, executed by Ogilvy and Mather, features the Zumi Army slogging hard in the My Vodafone app factory.For him, the campaign will be not as strong as the earlier Zoo Zoo spots owing to the overuse of the popular characters.Echoing a similar sentiment, Vivek Rao, chief creative officer - North, L&K Saatchi & Saatchi, feels that the company could have pushed the execution a notch higher.In a bid to celebrate reaching 10 million fans, Vodafone created an exclusive application which customises a Zoo Zoo video for fans. Feed the need Speaking about the need to launch My Vodafone App, Banerjee notes that customers are getting increasingly comfortable with apps and use them to shop, subscribe to services, and access news/information.

"Keeping these evolving needs of customers in mind, the My Vodafone App allows customers to view usage, pay and track bills/recharges for self and family, buy recharges and bonus cards, get best offers/plans/packs, activate/schedule domestic and international roaming, make MNP requests and locate stores, and track service requests," explains Banerjee..Touting Zoo Zoo ads as one of the most sought after campaigns, Somenath Chakraborty, group creative director, Cheil India, finds the execution detailed."It keeps one interested and looking out for details each time we see the ad," he notes, but adds nevertheless that Zoo Zoos do tend to overshadow the brand message a little.

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