‘ZooZoos’ are the talk of the town nowaday's with the advent of fiery competition in the commercial side of the IPL much bigger than the competition between the IPL teams.
After the ‘Happy to Help’ series during the first season of the Indian Premier League (IPL), this season,Vodafone has given birth to the Zoozoo: a special character created specifically to convey a value added service offering in each of the newly released commercials.
A little find them akin to aliens; others insist they are animated characters,similar to Pingu cartoons while a third bunch doesn’t quite know what to make of it. Nevertheless, we have all been amicable with these white, weird creatures with giant heads as they invade our TV screens.
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.
For those of you who are a little bit sceptical : No, they aren’t animated characters. They are human beings who were made to wear body suits. “The design of the characters is such that one gets fooled into thinking it is animation,” explains Prakash Verma, which was indeed the very illusion that had to be created. “In a sense, it is ‘live’ animation!” he quips, referring to the fact that it was all shot live.
The production team divided the outfit into two parts: the body and the head. The body part of the outfit was stuffed with foam in some places, while the head was attached separately. To make it look bigger than a human head, a harder material called Perspex was used, which in turn was stuffed with foam (with scope for ventilation).
Cinematically, the ‘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.
Furthermore, simple sets/backdrops were created and spray painted with neutral Greys – a colour of choice so that attention isn’t diverted from the main characters. For a supposedly ‘outdoor’ shot, even the shadow of a Zoozoo was kept ‘live’ and not done in post production: it was painted in a darker shade of grey on the ground. An even lighting was maintained throughout.
There was virtually no post production work done.
After the famous pug, O&M has now created a new set of characters called ‘ZooZoos’ for the latest Vodafone campaign. What’s interesting is that there are some 25 such commercials planned under this campaign, 10 of which are already on air. The aim is to release approximately one ad a day, to sustain interest till the end of the IPL.
Ironically, nowhere in the communication does the Zoozoo name pop up, but Rao doesn’t feel that’s much of a problem: it wasn’t a task to popularise the name in the first place.For instance, the Phone Backup ad (the first in the series) has several Zoozoos lined up to have their faces photocopied through a photocopier, while a tetris towards the end (the messenger in all the ads) announces how Vodafone allows for creating a phonebook backup.
In the digital space, Zoozoos are currently featured on a specially created microsite – here, one can partake in quizzes and contests, including the ‘What kind of Zoozoo are you?’ quiz. Each Zoozoo has a unique set of characteristics and traits allotted to it. The microsite also allows for goodies to be downloaded (including wallpapers, screensavers and ringtones), and offers details on the IPL. With a specially created YouTube channel on the site, the TVCs are provided there for people to watch and share.
Apart from the microsite, a Zoozoo fan page has been created on facebook, which has more than 5,600 members. Fans have access to special tag-me images, Zoozoo sounds (such as Zoozoo laughter and music tracks) and ad previews. People are also following Zoozoos on Twitter and get updates whenever new commercials go on air.
Zoozoo ads are fast becoming popular on YouTube, and on certain days, claims Nagpal of Vodafone, some of the videos even managed to figure among the most watched lot on the site.The team behind the Vodafone-Zoozoo work includes Rao, along with Kiran Anthony, Elizabeth Dias, Rajesh Mani, Mehul Patil, Kumar Subramaniam, Kapil Arora, Debaleena Ghosh and Desmond Fernandes.
Some feel that the Zoozoos could well become a part of the brand story, instead of just being used for this VAS oriented campaign. But this comes with a warning tag: one has to be careful about letting the Zoozoos become bigger than the brand or the message. “Vodafone shouldn’t get stuck with a format,” says Jacob of White Canvas. “They did suffer this to a certain extent with the pug.”
Till the next ad, Keep Rocking !!
