Tata Photon repositions brand with new campaign

WATCH the TVC created by Contract Advertising as part of the campaign

Tata Photon repositions brand with new campaign


Tata Photon Plus has unveiled a new campaign that talks about getting things done faster allowing people with more time on their hand to do stuff they wanted to do. Contract Advertising has worked on the new positioning of the brand and the TVC was released in early March 2011. 
Watch the TVC here (story continues below)
On the new campaign, Shashank Pore, head – brand communications and VAS, Tata Teleservices Limited, said, “In the past 24 months, we have had a great journey with brand Tata Photon, earning the stature of the market leader in a highly competitive scenario. The launch campaign titled 'I carry speed' very clearly established the brand proposition of 'speed' and the next campaign 'Tata Photon TV' gave us a very unique story to communicate in the market place – 'Live TV on the go'. Being a leader in the Wireless Internet category, we thought it is time for us to occupy an emotional space in the consumer’s mind in order to connect better with our customers/ prospects in a relevant and engaging way.”
Elaborating on the campaign, Juju Basu, vice president and senior creative director, Contract Advertising, explained, “The Internet gives us a lot of wonderful things. A faster Internet gives us something else that's most precious to us - time. Time saved by less waiting for things to happen online and spent with the good things in life – like the friends who haven’t seen you in a while, an afternoon with the kids or a quick read before going to bed. Whether you're a 10 year old in school or a CEO on a mission, time is getting scarcer by the day and having it has become has become a sign of wealth. So this is what Tata Photon's campaign is about – the “windows of time” that pop up in our day as a result of finishing things with a faster Internet.” 
“Our commercial has people discovering these windows in their regular days and finding in them, things to do that don’t get to everyday. This is supported by an extensive outdoor campaign. This marks the beginning of the campaign; Photon will now go on to find ways of fresh ways of engaging with people, helping them celebrate time that they have found,” he added. 
Agency: Contract Advertising
Client: Tata Teleservices
Vice president and senior creative director: Juju Basu
Associate vice president and senior creative director: Rayomand Patell
Account servicing: Shivaji Dasgupta
Film production: Ketaki Guhagarkar
Campaign India

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