Tata Docomo uses kids and a peppy track, to urge people to ‘open up’

Tata Docomo’s new brand campaign themed ‘Open up’ asks people to let go of their inhibitions - and ‘Laugh. Share. Talk.’ The campaign created by Draftfcb-Ulka went on air on 18 September.
The film features children and infants dancing to the popular Bollywood hit song Dhinka Chika without any inhibitions whatsoever. An executive watching their Bollywood-inspired dance moves online is inspired to do the same. He starts dancing to the song completely unmindful of the work environment he is in, with his colleagues cheering him on. The voice over says “Open up. It’s a wonderful feeling”, before the film wraps with a super that reads: ‘Open Up. Laugh. Talk. Share.’
Apart from inspiring people to open up, the TVC aims to ‘communicate the brand as being an enabler of meaningful conversations between people through its value for money tariffs’, informed a statement from the company.

Gurinder Singh Sandhu, head - marketing, Tata Docomo, said, “We interrogated the landscape of conversations – why people talk, why people listen, what are the pay-offs and to whom. And the answers led us to a magical idea. An insight that often, what is left unsaid is more significant than what was said in conversations. Hence, a fertile territory never explored in telecom but extremely relevant in life was identified. The moment when a guy overcomes his hesitation and speaks his mind. The sheer joy or relief of the speaker and the magic that ensues is where our brand thought of ‘Open Up’ is born.”

Sanjay Tandon, chief operating officer, Draftfcb-Ulka, Delhi, said, “As always, Tata Docomo is here with an utterly simple yet profound point of view: why should you hold back, when life is enriched by uninhibited emotions. Open Up! We plan to scale this up in the coming times with more surround engagements across markets.”

Credits

Agency: DraftFCB+Ulka (Delhi)
National creative director: K S Chakravarthy (Chax)
Sr. creative director: Vasudha Misra
Creative team: Vasudha Misra, Deepika Chauhan, Arjun Suri, Hasan Jaferi, Srinath, Raj Shukla, Mrinal Bahuguna, Vikash Kumar, Harsh Shinde
Sr. vice president: Sridhar Iyer
General manager: Sudipto Poddar
Account management Team: Aniruddh Pahwa, Anjali Saxena
Agency producers: Alpa Jobalia, Mazhar Khan
Production house: Bootpolissh films
Director: Shujaat Saudagar
Producer: Ashit Ghelani, Ananya Dasgupta