Tata Docomo topped this segment as well followed with rivals rivals Airtel and Vodafone. To support the brand idea of inspiring the customer to do what she wants to in life, Tata Docomo brand itself had to be seen as maverick, relevant and open, felt the brand managers. For this, the brand took the crowdsourcing route, inviting animators to use the Tata Docomo brand logos and the brand signature tune, to create their stories. Close to Diwali, it asked animators to use Diwali as a central-theme in their submissions and then aired the winning entry on TV. This ability to engage with customers ensured that the brand romped home in its debut year.
For Airtel, it wasn?t just about promoting one business. The inherent strength of the mobile service brand was leveraged to promote its new businesses – broadband and digital TV, so much so that Airtel became a mother brand. The year 2009 saw Airtel rope in many celebrities across films, sports and music to be its brand ambassadors, and each of them only added to the central idea: express yourself.
With the Zoozoos winning the hearts and minds of millions of India, it was no surprise that Vodafone would emerge as the most consumer friendly brand of the year. Its earlier campaigns – the pug series had already endeared the brand to viewers. Vodafone has now embarked on the second leg of its engagement with customers launching the Zoozoo contest, where it is inviting creative minds to create new Zoozoo ads. So while the old Zoozoo campaign bagged an Effies 2009 award and is expected to win many more laurels in months to come, the ad contest winners will keep the surprise element going in the new year, and provide a platform for the telecom brand to bond with its customers.