Cheeka (dog)

Cheeka is a pug who appeared in the "You & I" advertising campaign of Hutchison Essar's cellular service in India, along with the child actor Jayaram.

The campaign was created by Mahesh V. and Rajeev Rao, senior creative directors at Ogilvy & Mather, Mumbai.

Several telecommunications companies were competing for a share of the rapidly growing mobile phone market in India during the early 2000s.

Mahesh V. and Rajeev Rao, senior creative directors at the agency, spent a whole night developing the idea.

"Man's best friend was the simplest analogy that could represent unconditional support", says Renuka Jaypal, National Business Director of O&M.

Cheeka earned ₹150,000 for the campaign,[1] and appeared in Hutch ads, until the merger with Vodafone India, representing the network.