Contract Advertising launches its first work after winning the creative account of Tata Indicom in April 2008. 'Suno dil ki awaaz' is the new proposition offered by the brand in the latest campaign.
The creative team behind the campaign includes Anshumani Khanna, Raghu Bhat, Manish Bhatt. The film has been directed by Prakash Varma and produced by Nirvana Films. The film encapsulates the story of a small town ambitious girl who talks about her dreams and her will to fight in a lyrical tone in the film. The film is concluded with a call from her trainer who informs her about her selection in the 'team'.
Says Manish Bhatt, executive creative director, Contract, "This script was presented to the client during the time we pitched for the business. The Tata Indicom consumers are segmented as pre-paid, post-paid and web-related. This film targets the pre-paid customers." He adds, "In this campaign, Tata Indicom plays the role of an enabler. We have portrayed it as a gadget in life to achieve success. The story of the film was very simple and thus the entire leeway was on the execution to make the film rich. The film portrays pre-achievement restlessness."
Abdul Khan, head-marketing, Tata Indicom says, "We have been working with Chlorophyll for brand consultancy to create a new brand proposition and look. The positioning line of the campaign reflects that Tata Indicom connects emerging India to opportunities. The idea was to create an emotional quotient to the very business-like proposition that this category offers.
The brand will soon have testimonials from people like MS Dhoni, Yusuf Pathan, Genelia Dsouza and Lalit Modi to support the campaign.