Tata Power is currently running an advertising campaign to reinforce this bond and celebrate its journey and initiatives towards strengthening the relationship with citizens of Mumbai. Dentsu India is behind this multi media campaign which began in mid-September.
On the campaign, Rajesh Aggarwal, President, Dentsu India pointed out that Tata Power has been the lifeline to several key facilities/installations like Mumbai local trains, key hospitals, oil refineries, ports etc. “Tata Power is therefore not just a utility provider but a brand that keeps Mumbai and Mumbaikars on the move. The communication task was to underscore this and therefore deepen the bond between the brand and Mumbaikars at an emotional level. At a rational level, superior customer service, technology, transparency in dealings, and eco-friendly initiatives promoting sustainability were the factors to be flagged off for differentiation,” Aggarwal elaborated.
After the successful completion of Phase I which reinforced Tata Power’s commitment to keep Mumbai energised, the Phase II communication talks about the manifestation of the commitment in relatable terms to Mumbaikars and focuses on essential services like trains, hospitals and refineries.The communication takes cognizance of Tata Power’s serving Mumbai silently for almost a century. The 3 ads in Phase 2 flag off this role in powering Mumbai local trains, key hospitals and refineries. The creative route provides a platform for Mumbaikars to relate to the role played by Tata Power at an individual level.
The local train ad for instance is from the perspective of a daily commuter who depends on local trains and his memorable experiences thereon. The Hospitals ad is from the perspective of a first time father who is on tenterhooks awaiting the arrival of his child at a hospital while the protagonist in the Refineries ad is grateful to be able to make it in time for his child’s birthday thanks to Tata Power. This approach humanizes a category like Power and provides memorable and relatable situations for all Mumbaikars to identify with.
Phase II uses media such as branded BEST buses and local trains that reinforces the commitment and reliability which is plying on important roads and routes thereby generating the desired mind space in the minds of consumers across the city.“
Print and various OOH mediums are currently being used. The campaign has been received very positively and plans are to extend it to films and other media shortly,” he added.
Project title: Energizing Mumbai
Client: Tata Power
Creative agency: Dentsu MediaTech
Senior Vice President and Branch Head - R.Ravishankar
Vice President - Ajay Rao
Account Executive - Anshita Poddar
Executive Creative Director - Harish Arora
Executive Creative Director - Vivek Shinde
Creative Director - Nilesh Naik
Creative Director - Subrato Mehta
Group Head - Ganesh Naik