Tata Photon+ campaign marries speed with portability

Tata Indicom has launched a new campaign for its mobile broadband service Tata Photon+, created by Contract Advertising. Based around the creative proposition of 'carrying speed in one’s pocket', the new commercial opens on a voiceover asking people what they are carrying with them on that particular day. The spot then goes on to feature a series of montage shots with people from different age groups talking about what they carry along with themselves, on a typical day. The people respond by talking about what it is that they carry with themselves. The voiceover then talks about Tata Photon+ and how it offers consumers the chance to carry speed in their pockets.
 

Watch the commercial below:

Tata Photon Plus from Campaign India on Vimeo.

Raj Nair, executive creative director, Contract Advertising said, “We worked on the idea, based on the brand proposition of portablity and unbelievable speed. At the outset though we did not want to harp on about speed, because that becomes a game of constant catch up, and would have been too narrow based as an approach. Also, the communciation needed to be broad based, so that it could appeal to a larger target audience, which would encompass not just the youth but also young working professionals, self employed and otherwise.

Talking about the shoot itself, Nair says full marks go to the director Ravi Udyawar for making the venue of the shMukesh Mills look the way it does in the commercial.

Elaborating on the campaign further, Trivikram Thakore, vice-president, marketing communication, Tata Teleservices says, “Tata Photon is a device that promises broadband speeds as well as portability. In a new product category such as this, it was easy to dwell on the benefits, but those were obvious facts to talk about. We wanted to address the need to make speed and portability cool and desirable. The task at hand was to marry speed with mobility, hence the proposition of carrying speed in your pocket.”

The campaign will use TV, cinema, online, radio and outdoor. The creative team from Contract on the campaign includes Raj Nair (copywriter and executive creative director) and Manish Asgaonkar ( Art Director). The film has been directed by Ravi Udyawar of Ravi Udyawar Films.