Draftfcb+Ulka rings Tata Docomo's new 'reverse caller tune' campaign

Draftfcb+ulka has launched a new television campaign for Tata Docomo's new value-added services (VAS) product, My Song.

My Song is essentially the reverse caller ring-back tone (CRBT). The CRBT is one of the most popular service in VAS offered by telecom operators to subscribers. Till date, the concept of ring-back tones was that anybody could set caller tunes which their callers could hear.

However, these tunes made consumers pay for songs they could not hear themselves. To top that, whenever they made calls they would be subjected to songs which they had not chosen.

Subscribing to Tata Docomo's My Song allows users to hear the song of their choice when they call anyone. The concept allows users to set a maximum of three different songs for calling different people.

Draftfcb+ulka's television campaign aired during the IPL over the weekend and is poised on the brand thought of 'hear what you want to hear'.

View TVCs below


The campaign has been directed by Ayappa from Footcandles.

Credit details
Project: My Song
Client: Tata Docomo (Tata Teleservices Ltd)
Creative agency: DraftFCB Ulka
National creative director: K S Chakravarthy (Chax)
Creative director: Sanjay Sharma
Copywriter: Vasudha Misra
Art director: Ekta Verma
Client servicing: Sanjay Tandon
Production house: Footcandles
Director: Ayappa
Media used: TV, outdoor
Media agency: Lodestar Universal