Vodafone wins PETA award

Vodafone has won the first of PETA's 2009 Glitterbox Awards with its 'ZooZoo' ad, which are given to businesses that take advantage of humane alternatives to the use of real animals in their ads.

"ZooZoo" is part of the latest Vodafone ad campaign, which has replaced the company's much-loved "Pug" ad campaign. PETA has objected in the past to the use of animals (including a parakeet and a dog) in Vodafone's (Hutch) ad campaigns.

The first Pug ad was used by Hutchison, brfore Vodafone acquired its stake on Hutchison-Essar, rebranding the service Vodafone-Essar.

Tha ad was bad news for real-life pugs as many people  started buying pugs, and breeders mas bred them to keep up with the demand. Later, when their appeal wore off, many owners simply abandoned their pets many of whom ended up in animal shelters.

Pugs face unique health challenges. Their short faces and upturned noses lead to breathing difficulties and make them susceptible to heatstroke. Their compromised respiratory systems make anaesthetising them a risk.

Most of the females can't even give birth without the help of a vet. Their large, shallow-set eyes are extremely vulnerable to injury and infection. Pugs are also prone to serious brain disease, joint problems and skin and allergy problems.

In response to PETA's objection to the unregulated use of animals in films, the Bombay High Court issued a judgment which required the Central Board for Film Certification (CBFC) to ask applicants to furnish a no-objection certificate from the Animal Welfare Board of India (AWBI) before certifying any film for release in which animals have been used.

"The latest ZooZoo ads are a refreshing change from the earlier Vodafone (Hutch) ad campaigns", says PETA Chief Functionary Anuradha Sawhney. "The popularity of this ad campaign proves that there are many creative ways to convey a message without using animals. Animals used in films are often treated as little more than props, and many suffer terribly behind the scenes."