Of breaths and laughs: Tata Indicom’s new campaign

Tata Teleservices has come out with two new TV commercials that emphasize the digital voice clarity on the Tata Indicom network.

The TVCs created by Contract Advertising are a study in observation of the various emotional shades behind every kind of laugh and every breath we take. Both films – shot as black and white montages with a deep baritone voiceover - have been shot by Ram Madhwani.

Lloyd Mathias, chief marketing officer, Tata Teleservices said, "Traditionally, Tata Indicom has been receiving the best network scores in various industry audits. Across the industry though, consumers cite examples of call drops and clarity problems. Through these ads, we’ve emphasised Tata Indicom network’s digital clarity to counter such issues."

Prior to this, Tata Teleservices had done a 'Hello, hello!' campaign that was a light hearted take on the frustration that people go through on account of call drops on telecom networks.

The latest TVCs however tell stories of how a digitally advanced network, allows people to hear not just what is spoken but the emotions behind it.

Ravi Deshpande, chairman and chief creative officer, Contract Advertising said, “The idea was to occupy the space of listening not just to the words, but to the emotions behind the words. We created two spots - 'Saans' and 'Hansi'. They are really odes to breath and laughter. And in that sense, it's philosophical. Yet all along, it's really about the clarity of the network that lets you hear the hidden meaning of every breath and the nuance of every laughter.”

Watch the ‘Saans’ TVC here
 

Deshpande said, “We have tried to see that each situation is captured from an observer's point of view. This is why we have avoided intensely private situations where an observer's access could be questioned. We opted for a photojournalistic, magnum-like look to the commercials in order to keep it as real it and as naked as possible. And also to give the idea the stature that it deserves.”

Watch the 'Hansi' TVC here



Credits
Creative Director: Ravi Deshpande
Copywriter: Malobi Dasgupta
Art director: Ravi Deshpande 
Production house: Equinox Films
Director: Ram Madhvani
Media used: TV, outdoor
Media agency: Lodestar Universal