Zoozoo is donning a new role this Raksha Bandhan. The black-and-white creature that made a dazzling debut in the cellphone service provider Vodafone's ads early this year has found a place on the rakhi - the thread or symbolic bond of protection that sisters tie on their brothers' wrists to mark the festival.
The Raksha Bandhan festival is being celebrated on Wednesday and the rakhis with the ad world character are selling like hot cakes.
"Zoozoo rakhis have become the most sought-after items at our shop. Children, particularly in the age group of 10-15 years, are just going crazy about the rakhis," Anurag Kashyap, an owner of a rakhi stall in the Nirala Nagar, told IANS.
In the last three days, the demand of Zoozoo rakhis is only growing. According to traders, initially the sale of such rakhis at every stall in Nirala Nagar was 15-20 a day, which is now touching the 100-mark on an average.
Available in varied sizes, the Zoozoo rakhis are available in black and white and coloured forms priced between Rs. 15 - 60.
"Primarily, the rates of rakhis get fixed according to their sizes," said Vijay Giri, who owns a stall in the Aliganj locality.
Aparna Singh, a college student, bought two Zoozoo rakhis for her brothers, who she said "are just mad about" the dwarf egg-heads who were everywhere - on TV, billboards and of course in the minds of millions of viewers - and enjoyed high TV viewership ratings during the cricket Twenty20 season early this year.
"No matter where they (her brothers) are in the house... Whenever they hear the Zoozoo ad, they come rushing to watch the TV," Aparna said.
Arjita Dubey, a Lucknow University Mass communications student, said, "My seven-year-old brother has told me specifically that he would allow me to tie rakhi on his wrist only if it is a Zoozoo rakhi."