MAM
Vodafone brings back the ‘pug’
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.”
Brands
BlaBliBlu hits Rs 100 crore run rate within six months of launch
Affordable luxury fragrance brand rides youth demand and rapid adoption
NEW DELHI: BlaBliBlu has clocked an annual run rate of Rs 100 crore within just six months of launch, underlining the rapid rise of new-age fragrance brands catering to India’s young consumers.
The startup, founded by Palash Arneja along with Rajat, Kushal and Durgesh, is currently operating at a monthly run rate of Rs 8 crore. The milestone places it among the fastest-growing entrants in India’s competitive fragrance market.
BlaBliBlu’s growth story hinges on a clear gap it spotted early on. Consumers typically had to choose between expensive international perfumes and lower-priced options that often compromised on quality or longevity. The brand positioned itself in between, offering fragrances priced under Rs 1,000 while maintaining premium-like performance.
A key differentiator has been its product formulation. With a fragrance oil concentration of around 25 per cent, the company claims its perfumes deliver longer-lasting wear comparable to higher-end global brands. Combined with sleek packaging and design, the products have resonated with younger buyers looking for both style and substance.
“Reaching a Rs 100 crore annual run rate within six months is an exciting milestone that shows strong customer demand across India,” said BlaBliBlu founder Palash Arneja. He added that the brand’s focus has been on delivering premium-quality scents while keeping them accessible, supported by continuous feedback and product innovation.
Instead of relying heavily on marketing spends, the company has leaned on a product-led growth strategy. Its trial packs, priced at Rs 399, allow customers to sample multiple fragrances before committing to a full-size purchase. The option to redeem the trial cost or opt for a refund has helped reduce hesitation and build trust among first-time buyers.
Customer insight has also played a central role in shaping the brand. Before launch, the team conducted on-ground research across malls and retail spaces to understand preferences. Since then, feedback from thousands of users has fed into product development and brand decisions.
Looking ahead, BlaBliBlu plans to expand its portfolio into adjacent categories such as body washes, roll-ons and car fragrances, while also exploring niche scent offerings.
With a strong start and a clear value proposition, the brand’s early momentum suggests it is well placed to carve out a lasting space in India’s evolving fragrance market.
