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Customer's today are
independent,
individualistic, well-informed and analyze their needs
on a constant basis. An advertisement that is interactive and
informative appeals to the public at large and creates in them the desire to
own the product. A large number of advertising agencies like Ogilvy
and Mather, Lowe India, Mudra Communications, McCann
Asia Pacific are some of the leaders in the world of communication
and advertising who have changed the face of advertising by bringing
in new concepts and ideas. With the creation of lovable, alien
like characters, the Zoozoos, the Indian advertising community has
scaled new heights and earned laurels for itself in India.
When Hutch introduced the advertisement of the Pug and
the little boy, the telecom provider developed a very strong
personality for itself with the slogan
"Wherever you go our network follows".
The Hutch network came to life with a very cute kid followed by the
Pug. Naturally, everyone fell in love with the simple message
communicated effectively with the backdrop of a song that had instant recall.
The brand acquired the image of being charming and adorable and the
dog became its brand ambassador. Leveraging on the popularity of
the interest created by the dog and the message, Hutch established itself
in the telecom circle in the country.
In 2007, Vodafone acquired 67% stake in Hutchison and
re-branded Hutch telecom into
Vodafone. Vodafone enjoys a youthful
image, with the benefit of a high budget and an innovative thrust on
R&D. With the sale of Hutch to Vodafone the next move of the Vodafone
was eagerly awaited in the market. The market was enthusiastic to
perceive the evolution of a new brand, but were in for a surprise when
Vodafone made a comeback with the Hutch theme though with minor
changes, which emphasized more on the services offered than the
network. The little Pug that made Hutch's television ad one of the
most successful campaigns got to stay despite Vodafone taking control
of the mobile firm. |
