Campaign: Pug
Brand: Vodafone India
Company: Vodafone India
Agency: Ogilvy India
The Campaign
Vodafone has released a new campaign with its old pug. The first film of the campaign opens on a boy looking at a girl who is sitting on a swing in a park. The girl and boy are stealing glances at each other, hoping to talk to each other. The pug then finally comes to the boy’s rescue by taking the girl’s scarf and giving it to him. The girl then finally walks up to the guy. The film closes with the brand’s positioning- ‘Instant connections’.
Our Take
The first pug campaign was the most popular one – ‘You and I in this beautiful world’ (which was for Hutch). This was followed by the ‘Hutch is now Vodafone’ campaign, which featured the pug. After this, came another great pug campaign to highlight Vodafone’s ‘Happy to help’ positioning. It explored the beautiful relationship between a little girl and her ever helpful pug. The pug is now back. But is this campaign as charming as the older pug campaigns? Not really. It is a sweet take on adolescent crushes but it doesn’t have a great appeal and doesn’t really inspire a second viewing, which is quite unusual for a Vodafone commercial. We hope there are better ads in the pipeline, as a part of this campaign.
Ratings – ***