Campaign India Team
Nov 30, 2009

Tata Indicom positions Walky as 'Ghar ka phone'

Tata Indicom has recently rolled out its latest communication, for its 'Walky' range of phones. Created by Contract Advertising, the campaign positions the Walky as a ghar ka phone (a phone of the house). Says Ravi Deshpande, chief creative officer, Contract Advertising, "The brief was to position Tata Walky as an essential ingredient of an Indian home and make it the equivalent of the 'landline'. Watch the commercial here:

Tata Indicom positions Walky as 'Ghar ka phone'

Tata Indicom has recently rolled out its latest communication, for its 'Walky' range of phones. Created by Contract Advertising, the campaign positions the Walky as a ghar ka phone (a phone of the house).

Says Ravi Deshpande, chief creative officer, Contract Advertising, "The brief was to position Tata Walky as an essential ingredient of an Indian home and make it the equivalent of the 'landline'.

Watch the commercial here:


The commercial is a montage of situations, where the voiceover describes the difference between a normal phone and a phone that is truly a part of a home. It speaks of how a normal phone is stationed in one place in the house, while a home's phone is capable of reaching all nooks and crannies of a house. It is responsible for a group of friends making sudden plans to meet up, or helps a woman try out a new recipe. Sometimes, it even goes with a person to help him with his office work. The VO then claims that a ghar ka phone phone becomes an intrinsic part of a family's life, just like Tata Indicom's Walky.

Speaking about the main idea behind the campaign, Raghu Bhat, the outgoing executive creative director at Contract Advertising said, "A huge part of the idea was in the phrase - ghar ka phone (which the client gave us). Ghar ka.. has a unique warmth and emotion attached to it, like ghar ka khana (homecooked food). The objective was to superimpose the same emotion on to the Walky and make it a generic term, in the long run."

Adds Bhat, "This TVC has an audio track running parallel to a visual track. The content and delivery of the audio draws you in gently and keep you interested. The visuals are rich in moments that stay with you long after you have seen the ad. It's the kind of treatment that grows on you."

"People are always seeking stability and solidity in their lives. Tata Walky can become an emotional anchor by forging a relationship with one of most important entities of his identity, namely, his home," Deshpande says, speaking about the consumer insight.

Credits details:

Project: Ghar ka phone 
Client: Tata Indicom
Creative agency: Contract Advertising
Chief creative officer: Ravi Deshpande
Executive creative Director: Raghu Bhat
Copywriter: Raghu Bhat, Kaushik Roy
Production house: Corcoise Films
Director: Prasoon Pandey
Art director: Gautam Wadher
Post-production studio: Famous Studio
Media used: TV

Source:
Campaign India