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Cheeka (dog)
Cheeka is a pug who appeared in the "You & I" advertising campaign of Hutchinson Essar's cellular service in India, along with the child actor Jayaram. The dog follows the boy in unlikely locations, prompting the tagline, "Wherever you go, our network follows." The duo first appeared on TV, billboards, newspapers and bus shelters in 2003 and became instant celebrities all over India. The campaign was created by Mahesh V. and Rajeev Rao, Senior Creative Directors at Ogilvy & Mather, Mumbai. The dog hails from the United Kingdom and is owned by Vishal and Lisa Bandekar of Goa.
==Birth of the idea==
In the year 2003 in India, several telecommunications companies were competing for a share of the rapidly growing mobile phone market. Hutch wanted to convey the message that its service was robust enough to provide coverage in every part of its coverage areas. It hired Ogilvy & Mather, Mumbai to create an advertisement campaign focusing on this theme. Mahesh V. and Rajeev Rao, Senior Creative Directors at the agency, spent a whole night developing the idea.〔Mitra, Moinak. (Top Dog! ) ''Business Today'', 7 December 2003, retrieved 24 November 2006.〕 "We did not want to talk about technology, and we consciously avoided showing people talking on the mobile", says Mahesh.〔(IIPM Editorial )〕 Their first idea was a little sister following her brother. "On second thoughts, we concluded that a dog would be much less mushy", adds Mahesh.〔Dobhal, Shailesh. (HUTCH: You & I in this beautiful world ), ''Business Today'', 23 May 2004, retrieved 24 November 2006.〕 That's when they hit upon the theme, "Wherever you go, our network follows", and the idea for the campaign: a dog that follows a boy in the most unlikely places – school, bath, barber shop, etc. "Man's best friend was the simplest analogy that could represent unconditional support", says Renuka Jaypal, National Business Director of O&M.〔
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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