Zoozoos for Bozos

The current Idea , Lead India and Tata Tea advt campaigns are wonderfully effective.
The fact that they were launched many months ahead of the elections means that they had the time to grow in peoples minds in an non-intrusive way. If they had been launched now, it would have been a normal campaign - communicate brand values by utilizing a current subject making it topical and create resistance in the minds of consumers.
Great marketing - good timing, great execution and packaging.

The Vodafone campaign is the most clutter breaking one I have seen in recent times. The Zoozoos are a rage - think of it - the communities of 26/11 , elections & cricket franchisees, all mostly in teh 25000 to 30000 range on facebook and youtube are half of the zoozoo community , around 65000. That too created with an under 25 days of exposure. For a brand to have lived many lives, it is only expected. Look at brand values of Orange (great recall even now- built on theatre and beethovan concerts) changing to Hutch ( re-built on the pug, innnovation- 10buck pack etc. and many many retail tie-ups) and then to Vodafone ( re-built on the pug+girl story last year , customer service, VAS and now zoozoos ) and yet retaining and growing customers keeping the core premium positioning intact.
Amazing !