MUMBAI: Mobile service provider Vodafone has once more unleashed its canine mascot on its audiences in a series of TVCs that focus on the quality of its network.

The campaign has been conceptualised by its creative agency Ogilvy and Mather.

The campaign will be rolled out in a phased manner over the next six weeks. Vodafone will use multiple media platforms like print, outdoor, digital and innovations apart from television commercials.

Speaking about the new campaign, Vodafone India SVP brand communication and insights Anuradha Aggarwal said, "The pug has been a very well-liked Vodafone advertising icon for network and services. The brand proposition of the current campaign is about our superior network and who better to helm it than the pug. The current network quality campaign on propositions of instant connections, voice quality and uninterrupted conversations have been captured across three stages of friendship for the girl and the boy."

The first commercial in the campaign tells the story of a young boy and girl who see each across the playground. The cellular company‘s mascot helps the two connect by running off with the girl‘s scarf and drops it off at the boy‘s feet giving them a chance to meet. The film is 55 seconds long.

So where do the Zoozoos go from here? Clarifying on the point Aggarwal explained, "Zoo Zoo is a Vodafone advertising mascot that is used whenever we introduce new products and services. As the current campaign is to reinforce network quality perceptions we have used the pug which is synonymous with our network and customer service. The Zoo Zoo‘s return will be dictated by our need to advertise new products."