With a new brand ambassador Ranbir Kapoor, Tata Docomo has a new campaign called ''Keep it simple, silly' which will air during the fourth season of the Indian Premier League.
Watch five of the TVCs in the campaign (story continues below)
The campaign, created by Draftfcb Ulka, consists of 23 TVCs in which Kapoor plays a stand-up comedian where he presents the different products and services offered by Tata Docomo. Each TVC starts by illustrating a complexity in the category and presents the service as a means of simplifying things.
Commenting on the campaign, KS Chakravarthy (Chax), national creative director, Draftfcb Ulka, said, "There were many tricky challenges going into this campaign. First was the need to consolidate all our offerings under one simple, ownable brand idea – in our case, simplifying telecom. Second was to launch several very important, and in some cases, breakthrough products under this umbrella position. Third, leveraging Ranbir’s youth icon status with our core younger audience while making him a meaningful property when we were speaking to a older, more mature audience that our new products were aimed at. And of course, doing all that in the two shooting days we had with him."
Arvind Wable, chief executive officer, Draftfcb Ulka, Delhi, added, “The idea behind this campaign is to bring out in a refreshingly different way the pain points that the mobile consumer suffers. It focuses on how Tata Docomo empathizes with the consumers and makes every effort to cut out the complexity and lack of transparency they have so far been subjected to by the service providers. And in effect - make life simple, so that the consumers can enjoy the Docomo mobility experience.”