Of breaths and laughs: Tata Indicom’s new campaign
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Of breaths and laughs: Tata Indicom’s new campaign
Arcopol Chaudhuri, 23 October, 2009
Mumbai
Tata Teleservices has come out with two new TV commercials that emphasize the digital voice clarity on the Tata Indicom network.
The TVCs created by Contract Advertising are a study in observation of the various emotional shades behind every kind of laugh and every breath we take. Both films – shot as black and white montages with a deep baritone voiceover - have been shot by Ram Madhwani.
Lloyd Mathias, chief marketing officer, Tata Teleservices said, "Traditionally, Tata Indicom has been receiving the best network scores in various industry audits. Across the industry though, consumers cite examples of call drops and clarity problems. Through these ads, we’ve emphasised Tata Indicom network’s digital clarity to counter such issues."
Prior to this, Tata Teleservices had done a'Hello, hello!' campaign that was a light hearted take on the frustration that people go through on account of call drops on telecom networks.
The latest TVCs however tell stories of how a digitally advanced network, allows people to hear not just what is spoken but the emotions behind it.
Ravi Deshpande, chairman and chief creative officer, Contract Advertising said, “The idea was to occupy the space of listening not just to the words, but to the emotions behind the words. We created two spots - 'Saans' and 'Hansi'. They are really odes to breath and laughter. And in that sense, it's philosophical. Yet all along, it's really about the clarity of the network that lets you hear the hidden meaning of every breath and the nuance of every laughter.”
Watch the ‘Saans’ TVC here
Deshpande said, “We have tried to see that each situation is captured from an observer's point of view. This is why we have avoided intensely private situations where an observer's access could be questioned. We opted for a photojournalistic, magnum-like look to the commercials in order to keep it as real it and as naked as possible. And also to give the idea the stature that it deserves.”
Watch the 'Hansi' TVC here
Credits Creative Director: Ravi Deshpande Copywriter: Malobi Dasgupta Art director: Ravi Deshpande Production house: Equinox Films Director: Ram Madhvani Media used: TV, outdoor Media agency: Lodestar Universal
May be it's the journalist in me but I detest advertising. Especially the rubbish that gets churned out in the name of 'good work'. There's hardly any 'good work' around. And the stuff that's good is created by ad guys practically illegally in order to win awards.
I find these spots interesting because of two reasons. a) It's very unlike an ad. It's documentary-ish and quite well written. b) It's fairly noticeable in the kind of dumbed down clutter ad industry people keep subjecting us poor viewers to.
It's a nice spot, but a sense of deja vu slowly overwhelms you as you watch it. The look of the ad--B&W--Contract has been down that road before. Then again, the spot's narrative structure may remind you of an early Airtel commercial. "Emotional image" overlaid with a well-written voice over--for crying out load, we've been there, done (or rather seen) that. "Insight" as one of the above posts claim? Ad agencies have debased that word that previously was used for the likes of Einstein and Buddha.
Congrats !
The essence and poetry of LIFE captured beautifully in two simple words. 'Saans and Hansi', Great visualisation.
I was thinking that hansi was just one of the manifestation of 'Saans' there are so many others,tears for instance.
But why the black and white format?
"Hansi "is so inherently colourful .
Sir, pl let me know the name
Sir,
pl let me know the name of the lady artist in the last shot.
thanx!
Tata Indicom
Loved these.
Interesting
May be it's the journalist in me but I detest advertising. Especially the rubbish that gets churned out in the name of 'good work'. There's hardly any 'good work' around. And the stuff that's good is created by ad guys practically illegally in order to win awards.
I find these spots interesting because of two reasons. a) It's very unlike an ad. It's documentary-ish and quite well written. b) It's fairly noticeable in the kind of dumbed down clutter ad industry people keep subjecting us poor viewers to.
Tata Indicom
It's a nice spot, but a sense of deja vu slowly overwhelms you as you watch it. The look of the ad--B&W--Contract has been down that road before. Then again, the spot's narrative structure may remind you of an early Airtel commercial. "Emotional image" overlaid with a well-written voice over--for crying out load, we've been there, done (or rather seen) that. "Insight" as one of the above posts claim? Ad agencies have debased that word that previously was used for the likes of Einstein and Buddha.
TATA Indicom
Oh no, this looks like the Shoppers Stop commercial Contract did a couple of years back!
Congrats!
Congrats !
The essence and poetry of LIFE captured beautifully in two simple words. 'Saans and Hansi', Great visualisation.
I was thinking that hansi was just one of the manifestation of 'Saans' there are so many others,tears for instance.
But why the black and white format?
"Hansi "is so inherently colourful .
Anubha
Beautiful
Enjoyed the commercials very much! Great idea. Black and white's adding a lot of starkness to it.
Great insight!
This campaign does have a great insight, something that hasn't really been exploited by any other player, and I particularly like the "saans" film.
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