Draftfcb+ulka has unveiled two campaigns for Tata Docomo's new range of daily payment plans, centered on the promise of paying for what you use. The product is a departure from monthly plans which bind consumers to use the product even though they may not require it simply because they have paid for it.
The campaign is based on the insight that for today’s youth, change is very vital and two TVCs try to capture this in a quirky manner.
View TVCs below
The first film features a young couple in a sports bar. The boy sees a pretty girl and initiates a break up with his girlfriend who readily agrees. Within a few seconds both have moved on to find another partner. The commercial ends with a provocative question – ‘When every day is different, why stick to a fixed plan?’
Another film in the series is about two friends all set to race with their remote controlled racing cars in a parking lot. The third friend arrives late, sans car, and hurriedly fiddles with his 'remote'. A second later, a bright red convertible comes roaring in to take its place next to the toy cars, driven by an equally hot babe. The boy has a hearty laugh as his friends stare dumbfounded.
Commenting on the TVCs, K S Chakravarthy (Chax), national creative director, Draftfcb+ulka says, "Youth hate routine. They love spontaneity. Each day is lived as the mood takes them. And these commercials capture that unpredictability, that ‘go with the impulse of the moment’ philosophy that makes ‘pay per day’ such a powerfully intuitive proposition.’"
The films have been directed by Nikhil Rao and produced by Chrome Pictures.
Client: Tata Docomo
National creative director: K S Chakravarthy (Chax)
Creative director: Sanjay Sharma
Copywriter: Vasudha Misra
Art director: Ekta Verma
Client servicing: Sanjay Tandon
Production house: Chrome Pictures
Director: Nikhil Rao
Post production studio: Chrome pictures
Media used: TV
Media agency: Lodetstar Universal