BRAND TRANSITION FROM

HUTCH TO VODAFONE
THROUGH INNOVATIVE
ADVERTISEMENTS
BRAND TRANSITION FROM HUTCH
TO VODAFONE THROUGH
INNOVATIVE ADVERTISEMENTS
 Hutch’s Pug to Vodafone’s ZooZoo- A story of successful
brand transition.

•In 2007, Vodafone acquired 67% stake in Hutchisson and re-branded Hutch telecom into
Vodafone.
 The Hutch Brand – ‘Wherever You Go Our Network Follows’

•Hutch had a very strong brand personality. The slogan “Wherever you go our network follows’ was
closely tied up with the Hutch – Pug campaign.
•The ads had a very simple message that was communicated through the dog with backdrop of a
beautiful song.
•The Hutch network was personified as the dog and the Hutch brand automatically drew the
brand personality of being adorable, cute.
•The dog was named Hutch dog and became very popular in India.
•The dog became the brand ambassador and a great brand asset to Hutch.
•Hutch leveraged this popularity of the dog and used the dog in its websites and in all its
communications.
Brand Transition through Ad
•Hutch is now Vodafone.

•Color of the hutch brand has changed once already with a transition from orange to the gory
pink(which is a color only to be seen on Barbie doll's dress). Now once again it has gone
through a change and this time along with the color the brand logo has also changed.

•Vodafone is one of the leading global brands and in brand value ranking 2008, Vodafone is
ranked as the 11th in the world and 2nd in Europe.

•Vodafone brand enjoys the image of being youthful, cutting-edge, high on features (value
added services), with high spends in R&D.
•
•Vodafone spent around 50 million USD ( 250 Crores INR) for this brand transitioning.
 Zoozoo: The new brand 'endorser' for Vodafone

• Nothing have been as popular as cricket during cricket seasons in India. The recent ads of Vodafone,
telecom provider in India, named ‘ZooZoo’ have got an exception to it. The ZooZoo ads have melted the
millions of Indian hearts making it more popular than India Premier League (IPL – Twenty20 cricket).
• Six months ago, Vodafone briefed its agency, Ogilvy India, to create uncommon characters – a
common thread to link the ads in the campaign together. Rajiv Rao, executive creative director,
South Asia, Ogilvy India, tells that the only starting point for the team was that the character had
to be simple to a stupefying level. And thus, the Zoozoo was born.
•Ogilvy experimented with several characters and finally took its love for the term ‘egghead’ one
step too far, creating characters that don the colour white (with black dots for eyes and a mouth),
have heads resembling eggs, and disproportionately thin bodies.

•A completely Indian concept, Rao lent these characters a name: the Zoozoos. There’s no science
to it, he explains – the name just had to be something fun, memorable and catchy, and not a clever
one that’s difficult to pronounce.
 Making of the Zoozoo

•No, they aren’t animated characters. They are human beings who were made to wear body
suits.
•The films were shot by Nirvana in Cape Town, South Africa, with the help of a local
production house there, called Platypus.
•Prakash Varma, ad filmmaker, Nirvana Films, has directed the commercials, and reveals that
the Zoozoos were a big challenge to create.
•The practical aspects of how they will move, talk, gesticulate and emote were very
important. Essentially, costume design and artwork were crucial elements.
•Cinematically, this ‘size’ was a trick: the creatures look smaller than they actually are on
screen, to portray a different world of sorts.
•For this, the speed of shooting was altered: Nirvana shot it in a high-speed format to make
them look the size that they do.
•The Vodafone's services were personified as quirky and lively personalities named ZooZoo.
•The comical way of communicating the message brought in the good old connection what Hutch
earlier had with people.
•Vodafone India understood what Hutch stood for and tried to connect to people in the same way.
Vodafone could have forced its global appeal to Indian market but, it didn’t, rather it created a
whole new persona for itself in the Indian telecom market. This confirms that there are no global
brands but there is definitely global brand management.
•Hutch to Vodafone brand transitioning is one of the greatest brand transitions in this world of
brands.
OBJECTIVES OF RESEARCH

• To study how advertisements have

benefited Vodafone in brand transition
as well as marketing their services.
• To study whether their value added
services are conveyed to the
customers through ads.
• To study customer satisfaction of
Vodafone.
• To study the various advertisements of
Vodafone
• To know the expectation of Vodafone
Customers.
• 
 PRELIMINARY
INVESTIGATION
•Sources of Data Collection:-
•Basically there are two types of data i.e. secondary and

primary:
•a. Primary Data Collection:-

•Primary data collection contains the following method: -

•1. Survey Method:

•It contains distributing feedback.

•b. Secondary Data Collection: -

•External Sources:

•Internet, books etc are the external sources.

•Primary data is used for the core purpose of the project and

this primary data has been gathered by survey method.

• 

•Data collection Tools:

•Questionnaire, which is used for the survey, is consisting of

questions and checklist questions to check the customer

feedback.
•Sample Size:

•Sample size of 20 respondents.

 FINDINGS
• More number of people are aware about Vodafone due to its full on
advertising and publicity. These ads have caught the attention of large
number of people, thus Vodafone is more popular among the people.
Portraying the products and services accurately and substantiating any
comparative claims. Their operating companies assess their
communications and advertising material periodically to confirm that it
complies with the Responsible Marketing Guidelines.
•

• Everyone is aware about the value added services (VAS) of Vodafone as they
are depicted through the advertisements clearly. Thus most of the people
bought Vodafone by seeing these ads. Vodafone also communicates
regularly with its customers to keep them well informed of the benefits of
all Vodafone products.
•

•
•

•
• People are not using Vodafone because of high prices. As
Vodafone is a global brand there will be price difference in
countries that Vodafone operates. Especially in India people
are not buying because of high price.
•

• Large sections of Vodafone consumers are using it for more

than one year. Vodafone is achieving these objectives by
continually updating the range of phones and services
offered to keep ahead of its competitors. A product with
many different features provides customers with
opportunities to chat, play games, send and receive pictures,
change ring tones, receive information about travel and
sporting events, obtain billing.
•

• People are satisfied with Vodafone services thus they are

willing to recommend the brand to others.
•
 RECOMMENDATIONS

• They need to lower their prices of the

products then only they can cover
all section of the society.
• Their ads should be different as
usually then only they could keep
on attracting the customers.
• They should continue depicting their
value added services in the ads
thus more number of people will be
aware about of this.
•
CONCLUSION
•

• Vodafone’s ads have attracted

people and which has boost their
sales.
• Vodafone India understood what
Hutch stood for and tried to
connect to people in the same way.
• People want Vodafone to lower
prices.
• Everyone is aware about the value
added services (VAS) of Vodafone
as they are depicted through the
advertisements clearly.
We are the innovation ………………………
THANK YOU