After appealing throngs of TV viewers and net savvy packs across the country, Vodafone’s latest ‘ZooZoo’ advertisement has moved on to grab thumbs up from

PETA (People for Ethical Treatment for Animals).

The campaign, which was specifically targeted for the Indian Premier League Crowd, bagged PETA India''s first Glitter Box awards for this advertisement.

The awards are given to businesses that take advantage of humane alternatives to the use of real animals in their advertisements, PETA said in a press release here.

Here, one can recall Vodafone’s last ad campaign featuring a pug, which landed the operator with multiple objections from PETA for using animals, including a parakeet and a dog in its advertisements.

According to a release from Vodafone, the pug advertisement added to the woes of real pugs as many viewers purchased pugs after seeing the ad and breeders cranked out as many puppies as they could.

However, later when the demand slowed down, many dogs ended up in shelters or were abandoned.

“ZooZoo' ads are a refreshing change from earlier Vodafone campaigns,” said PETA Chief Functionary, Anuradha Sawhney.

Further she added that the popularity of this campaign is a testimony to the fact that there are many ways to convey a message without using animals. Since, “Animals used in films are often treated as little more than props and many suffer terribly behind the scenes,” said she.