Tata Docomo scripts another compelling tale in 'uninterrupted stories' series

After 'Mohini' and 'Knife', Tata Docomo has released another film in its 'Hate incomplete stories' campaign.

The new TVC created by Draftfcb-Ulka is titled 'Clown'.

The film opens in a dim-lit room where a man  in a vest is seen intently staring at a mirror. He picks up red lipstick and starts applying it. He is busy puckering his lips when a woman barges in on him. At this point, the viewer is greeted by the message, 'Hate Incomplete Stories?' The story gets completed when it is revealed that the man, Francis, is one of the clowns getting ready to entertain a bunch of kids. The next frame explains that Tata Docomo offers its users full talktime at Rs 222 and various other local and STD rates for his convenience.

KS Chakravarthy (Chax), national creative director, Draftfcb-Ulka, said, "The whole idea for each of these films, Mohini, Knife and now Clown, has come from the central theme - uninterrupted stories. An observation led us to believe that with limited talktime you tend to be careful while having conversations. If you're accessing your data plan, it gets worse."

In the clown film, the man could initially come across as a cross-dresser among other things, till the time the entire story was revealed. And this lent the creative freshness to the story, according to Chax.

Agency creative director Vasudha Misra spearheaded the script and idea for this film.

Unplugged moments

Ayappa, director, Footcandles Films, said that the film was shot in a studio in Parel, Mumbai, in almost half a day. There were people dressed as clowns on the set and the protagonist sat in one place for four hours without moving an inch just to get into the skin of his character. He added, "Two of the clowns were in their costumes and make-up the whole day. But when the shot was taken, they got overlapped by someone else in the frame."

Credits:

Client: Tata Docomo
Agency: Draftfcb-Ulka
National creative director: KS Chakravarthy (Chax)
Creative team: Vasudha Misra, Deepika Chauhan, Murtaza Said
Account management: Sridhar Iyer, Sudipto Poddar, Chandni Dalal, Rohit Ahuja, Bhaswati Bhattacharya
Account planning: Siddharth Grover
Agency producers: Alpa Jobalia, Mazhar Khan
Production house: Footcandles
Director: Ayappa
Media agency: Lodestar UM