Tata Indicom’s new campaign highlights network services

Mukta Lad, 29 April, 2009

Mumbai

Tata Indicom has launched a new campaign that attempts to highlight the quality of its network services. Contract Advertising has created this campaign for the company.

Speaking about the brief behind the new initiative, Raghu Bhat, executive creative director, Contract said, “The brief was to highlight Tata Indicom’s superior network quality”.

He added, "A few years ago, a telecom brand positioned itself as wherever the user goes, the network follows. However, this metaphorical route was not supported by facts and figures, hence consumers had no reason to believe them. Recently a survey has revealed Tata Indicom as having  the least call drops and best network quality, so we decided it was a good point to begin with.”

Watch the TVC here:

Tata Indicom 'Restaurant' from Campaign India on Vimeo.

The commercial shows a family of three at a restaurant. The father asks the waiter what the speciality of the restaurant is. To this, the waiter starts naming an array of dishes punctuated with the word ‘hello’ in between. The family looks at him incredulously. Just then, someone hands the waiter a phone and they realize he keeps saying ‘hello’ frequently because of bad network issues. The TVC aims to highlight the fact that people are so used to saying ‘hello’ when they experience instances of bad network, that they unconsciously imbibe it in their everyday speech.

Bhat says that the creative route was based simply on the observation of consumer behaviour, embellished with some humour and hyperbole. “Since we wanted to target the youth with the TVC, we decided to go ahead with humour”, Bhat adds.

The media mix for the campaign includes TV, outdoor, online and on-ground activation. The creative team from Contract includes Raghu Bhat and Kaushik Roy. The films have been directed by Rajesh Krishnan of Soda Films.