Gunjan Prasad
Mar 06, 2012

Tata Docomo positions itself as ‘companion’ in new TVCs

Watch the TVCs created by DraftFCB Ulka

wide player in 16:9 format. Used on article page for Campaign.

Tata Docomo has unveiled a new campaign to highlight the ‘reliability’ aspect of the network.

 

The campaign that went on air in February comprises a series of four TVCs that are a follow up to the host of films the brand had launched last year. The campaign positions Tata Docomo as a friend that is reliable and is also available every second of every day.

Ritesh Ghosal, head - brand marketing, Tata Docomo, said, “Having invested heavily in creating a reliable, always connects network for our customers, we have embarked on a new campaign to make perception catch up with the reality of our robust network. The new set of films brings alive the role our network plays in the consumers life – of a companion, a safety net, a counselor, a good friend … an anchor in an extremely mobile world.”

Vasudha Misra, creative Director, DraftFCB Ulka said, “The idea here was not only to reinforce our network strength but also to illustrate how important the role of a network is in the time of need. For a girl, going back home late at night, it is the sense of security that her network provides her with. For a man, who has found himself stranded in a strange city, it is the comfort he draws in finding that his network hasn’t left him stranded as well.”

Credits

Client: Tata Docomo
Agency: DraftFCB Ulka
National creative director: KS Chakravarthy
Creative director: Vasudha Misra
Creative team: Deepika Chauhan, Murtaza Said
Account management: Sridhar Iyer, Sudipto Poddar, Kanika Rawal, Anuraag Shrivastav
Production house: Bootpolish Films
Director: Shujaat Saudagar
Producer: Ashit Ghelani
 

Source:
Campaign India

Related Articles

Just Published

1 hour ago

EssenceMediacom retains top spot in April's APAC ...

OMD holds strong in second position while Publicis' Starcom climbs the highest after retaining Dabur's media mandate.

2 hours ago

How smarter mobile ads are beating big-budget ...

Based on $2.4 billion in ad spend across 1,300 apps, AppsFlyer’s latest report reveals why emotional storytelling, tutorials and platform-native talent now outperform big-budget creative in mobile marketing.

3 hours ago

The power of DOOH: Making 'the goldfish' remember ...

As digital OOH evolves, Indian brands will need to embrace AI and programmatic to unlock its full potential, says Radiowalla Network Limited’s chief operating officer.

3 hours ago

Publicis acquires sports agency Adopt, continues ...

The acquisition follows Publicis Groupe’s purchase of Lotame in early March.