Vodafone campaigns

Since Vodafone has acquired Hutch in India, it has started the advertisement immediately; Vodafone has used quite a different approach in its advertisement than used traditionally by telecom companies, the initial commercials of Vodafone were showing a little girl and a dog, the dog helping the little girl doing different things. Then Vodafone team came up with a extreme big idea of ZOO ZOO for the promotion of Vodafone in IPL Series. ZOO ZOO characters made by Vodafone was a big success and when the commercials were shown, they were the big things around, and they were discussed in talk shows and even in news channels there was a documentary for the making of these commercials in CNN as well, so this big idea gave billions of dollars free publicity to the Vodafone. Vodafone is still making similar ads to promote its services. 
The unusual thing about Vodafone commercials is that, they don’t have any voice commentary of any service or package offered, every commercial contain a short interesting and captivating video and then a written message displayed to deliver the message. This is unusual for the promotion of telecom companies because all the companies’ uses background voice commentary to deliver the message clearly to the audience and it is considered most effective. 
When it comes to background voice commentary, you have two choices either you have it or not, Vodafone team has decided not to have voice commentary for their commercials. And they have been successful, Vodafone ads are different, unique and unexpected this is what we call in advertising as a big idea. 
Some companies have followed the trend of zoo zoo but they still are using background voice. No other company is taking the risk of not having voice commentary.