Tata Docomo showcases presence in consumers’ lives, underlines network presence

Telecommunication company Tata Docomo has launched a campaign that highlights the use of its network by various businesses to provide services to consumers. The campaigns were released during the ongoing IPL.

The campaign created by Draftfcb-Ulka comprises seven TVCs, of which four have gone on air. The remaining three are slated for release during the course of the IPL.

The campaign aims to create awareness of the brand’s presence in the daily lives of consumers. To highlight the proposition, various businesses such as online shopping, news channels, pizza chains, job portals, hospitals, banks and insurance companies have been featured. Thus, the TVC features situations like whenever somebody enjoys a pizza or draws out money from an ATM or buys something online, they are reminded of the Tata Docomo network because it plays a significant role in the delivery of that service.

In the TVCs, the Tata Docomo signature tune has been used as a device to indicate the presence of Tata Docomo in the service being shown.

In one of the films, a man wakes up in the middle of the night and sneaks out to the kitchen to have a bite of a pizza. Every time he bites and chews on the pizza, the Tata Docomo tune is heard. It’s followed with the message – Whenever you are enjoying your pizza, think of us, because leading pizza delivery chains use the Tata Docomo network. The film ends with a signoff line that says, “So are you on the network that’s everywhere?”

On the campaign, K S Chakravarthy, national creative director, Draftfcb-Ulka, said, "Though our network scores are quite healthy, doubts on basic connectivity is the biggest hurdle to switching from your operator - what if the new one is worse than my current one? This campaign addresses that in the simplest way possible - when practically everything you do runs on our network already, what’s to lose by switching to the fairest, most transparent service around? And, of course, the signature tune is the core creative device - so not only is the brand right there in the thick of action, by its very character the use of the do, do, do lightens the story, making it playful, not pompous."
Ritesh Ghosal, head - brand marketing, Tata Docomo, added, “People experience a telecom network through its absence rather than presence. The challenge for us is to get people to notice the network in action and this is where this campaign brief emanated from.”

The campaign will straddle OOH, retail and digital media.

Credits

Client: Tata Docomo
Agency: Draftfcb-Ulka (Delhi)
National Creative Director: K S Chakravarthy (Chax)
Creative Director: Vasudha Misra
Creative Team: Deepika Chauhan, Lokendra Bankoti, Robin Thomas, Ritu Razdan, Vikash Kumar, Mrinal Bahuguna, Raj Shukla
Account Management: Sridhar Iyer, Sudipto Poddar, Chandni Dalal, Abhinav Deodhar, Aditi Kaushik
Agency Producers: Alpa Jobalia, Mazhar Khan
Production House: Chrome Pictures
Director: Amit Sharma
Producer: Prafull Sharma