Unusual celeb usage by Tata Indicom

'Suno Dil ki Awaaz' is what Tata Indicom is saying again, this time with the help of cricketers Pathan brothers (Yusuf and Irfaan). Contract Advertising has designed this new campaign for Tata Indicom which will be on air on 7 December.

Abdul Khan, vice president, marketing, Tata Teleservices said, "Tata Indicom is a rapidly growing youthful and energetic brand having a strong emotional connect with its subscribers as it urges them to listen to their heart – 'Suno Dil ki Awaaz'. The Pathan brothers reflect similar attributes as they excel in their field with the strong 'Dil Ki Awaaz' driving them. Their association with Tata Indicom truly personifies the brand identity with similar traits."

Raj Nair, senior VP and ECD, Contract says "Pathan brothers are great examples of people who have an ordinary background and have made it big completely on their own grit and determination. This film shows what happens in their childhood."

This film prides itself on being "different" from the regular milieu of celebrity films, feels Prithvi Raj Luthra, AVP account management, Contract. He adds, "Their story is about their calling. This associates them with the brand Tata Indicom which encourages people across upcoming India to follow their heart."

The media mix includes TV, outdoor, print, cinema and BTL. The creative team includes Gopi Puthran and Raj Nair. The film has been directed by Razy Ghei of Via Us Productions. The music has been given by Dhruv Ghanekar. The film has been shot in Baroda, which is the hometown of the Pathan brothers.