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.