22 May , Mumbai : For leaving the competition in the dust with its “ZooZoo” ad, Vodafone has won the first of PETA’s 2009 Glitterbox Awards, 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 “Pug” ad campaign. PETA has raised objections in the past to the use of animals (including a parakeet and a dog) in Vodafone’s (Hutch) ad campaigns.
Vodafone’s (Hutch) first “Pug” ad was bad news for real-life Pugs. Many viewers purchased Pugs, and breeders cranked out as many puppies as they could. Later, when their fad appeal wore off, many dogs ended up in shelters or were simply abandoned.
The biggest problem with Pugs is health. This breed is grossly deformed. The unnaturally short face and upturned nose means breathing difficulties and the potential for heatstroke in hot humid weather. Their compromised respiratory system makes it risky to anesthetize them. Most of these dogs can’t even whelp their puppies without veterinary intervention. The large shallow-set eyes are extremely vulnerable to injury and infection. Pugs are also prone to a 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 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”