Tata Docomo pitches ‘stretch’ plan with little stories

Tata Docomo has released two TVCs to promote a new ‘Stretch’ data plan offering less data but higher validity period. The films conceptualised by FCBUlka went on air on 15 April.

A film titled ‘Churha’ (bangles) features a young man and woman in their respective cars, adjacent to each other at a traffic signal. Drawn to the lady, he soon attempts to exchange glances. Seeing her notice him, he risks a smile, hopefully. Smiling to herself, the woman then lifts her hand and adjusts her hair, revealing a handful of bangles and mehendi in the process – indicating that she is newly married. A voice over explains, “Some people say a lot in just a little. Introducing stretch recharge – a little less data but a lot more validity.”

On the same theme, a film titled ‘Father and son’ features a conversation between a father and his adolescent son. The father steps into his son’s room and with great reluctance mentions that since the boy is almost sixteen years old, it is time they talk about girls. The son agrees and asks, “Yes, sure dad. What do you want to know?” The father is left speechless and the voice over takes over. This film promotes the Stretch recharge on 3G.

Ritesh Ghosal, head-brand marketing, Tata Docomo, said, “Stretch recharges are an industry first innovation offering 60-day validity at the price of 30 days, hence targeting light and medium data users with a lot more validity with just a little less data packed in. The creative approach has brilliantly interwoven this product insight into the campaign.”

Vasudha Misra, senior creative director, FCBUlka, commented, “While the first campaign was about establishing open up as a concept, this was about depicting shades and interpretations of open up.”

Sudipto Poddar, general manager, FCBUlka, added, “Saying a lot in just a word or a gesture is one of the dimensions of opening up without hesitations and the campaign idea carves out an effective and relatable corridor for the ‘Open Up’ brand philosophy.”

The TV campaign will be supported by on-ground initiatives.

Credits

Client: Tata Docomo
Creative agency: FCBUlka
National creative director: KS Chakravarthy (Chax)
Senior creative director: Vasudha Misra
Creative team: Vasudha Misra, Syed Hasan Jafri, Deepika Chauhan, Murtaza, Robin, Arjun, S Srinath, Raj, Dibakar, Sandeep, Harsh, Vikash, Mrinal
Senior vice president: Sridhar Iyer
General manager: Sudipto Poddar
Account management team: Rohit Ahuja, Ishha Bawa
Agency producers: Alpa Jobalia, Mazhar Khan
Production house: Jamic films
Director (film): Nikhil Rao
Producer: Akshay Uchil