Kochi (PTI): Vodafone has won PETA (People for Ethical Treatment for Animals) India's first Glitter Box awards for its popular 'ZooZoo' 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.

'ZooZoo' is part of the latest Vodafone ad campaign which has replaced the company's 'pug' ad campaign. PETA had raised objections in the past to the use of animals, including a parakeet and a dog in Vodafone's advertisement campaigns.

The 'pug' advertisement was bad news for real life pugs as many viewers purchased pugs and breeders cranked out as many puppies as they could. Late when the fad appeal wore off,many dogs ended up in shelters or were abandoned,the release said.

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

"The popularity of this ad campaign proves 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," she said.