Tata Indicom launched their services in Jammu & Kashmir two months back. Contract Advertising created a TVC to announce the launch in the state. Shot by Pradeep Sarkar of Apocalypso Filmworks, the TVC tells the love story of a young couple in Jammu & Kashmir, who although initially reticent about expressing their love for each other, are empowered by Tata Indicom's services to do so.
Watch the TVC below:
Through a montage of shots, the film shows a young woman being silently wooed by a young man. Although she returns his feelings, she is unable to express her love for him. Finally, the young man calls her on her cellphone and as she realizes who is calling her, he implores her not to hang up and continue talking to him. In this way, it is implied that the couple have found a way to express their love and continue the conversation.
Abdul Khan, VP, (Marketing), Tata Teleservices Limited said, "The idea was to connect 'Suno dil ki awaaz' which is our brand proposition to a universal emotion like love, in a market where the only common denominator is love. Contract expressed it in a very simple love story of two people out there who were trying to get through to each other on India's best network. It is a simple love story, we did not want to complicate the brand idea. Ravi (Deshpande) came up with this very simple take on it."
Khan says that although the campaign was created specifically for the J&K market, because the theme is so universal, they are considering the prospects of releasing the campaign in other markets too.
Ravi Deshpande, chairman and chief creative officer, Contract Advertising explains that given a market like Jammu & Kashmir, they had to study the nuances and culturally sensitive aspects of doing such a film. Deshpande says, "We wanted it to be simplistic, and not overload the brand message. We came about the concept of creating this simple love story, to communicate the empowering nature of Tata Indicom's service in enabling a conversation, that would otherwise not have been possible."