Tata Docomo has come out with a new campaign just in time for IPL 5, for Tata Docomo and Photon Max. The campaign, created by Draftfcb Ulka, features Ranbir Kapoor playing a cranky elderly restaurant owner who has his own way irrespective of what his customers are asking for. For instance, in the film titled ‘Idli’, when a customer asks for two idlis, Kapoor informs him there will be three in a plate. The customer says he wants only two, and Kapoor tells him grumpily that he can eat two from the plate. He starts to walk away then, and the customer, getting a doubt in his mind, asks him whether he’ll be charged for two. Kapoor only smirks at him and doesn’t answer. The ad highlights the ‘Pay for what you use’ benefit of Tata Docomo.
Ritesh Ghoshal, head – brand marketing, Tata Teleservices, explained, “Imagine a world where everyone starts treating you like your telecom operator does. That’s the analogy we’ve drawn, and how Tata Docomo differs from that.”
The brand is also an associate sponsor with IPL 5. Ghoshal said, “We are an associate sponsor on IPL, as we have been for the past two years. We use IPL as a media property rather than an association property. We don’t associate with teams. When the IPL comes around, all other channels take a hit in viewership; prime time viewership moves to cricket. The remote comes into the hands of my core TG which is the male audience 15-45, all over India, and that’s why we leverage it as a media property.”
Credits:
Client: Tata Docomo
Creative agency: Draftfcb Ulka
National creative director: K.S. Chakravarthy (Chax)
Creative director: Vasudha Misra
Copywriter: Deepika Chauhan, Varun Popli and Murtaza Said
Account management: Sridhar Iyer, Sudipto Poddar, Omair Siddiqui, Shivi Verma
Production house: Storytellers Films
Producer: Ranadeep Oberoi
Director: Arun Gopalan
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