Campaign India Team
Feb 13, 2015

Docomo keeps the ‘Bhalai ki supply’ going; offers data carry forward options

Watch the film conceptualised by Contract India here

wide player in 16:9 format. Used on article page for Campaign.

Tata Docomo has rolled out its latest TVC as part of its ‘Bhalai Ki Supply’ ad campaign. Conceptualised by Contract India, the latest TVC captures everyday situations to offer a witty reminder that customers can better the lives of people by carrying forward their unused data.

The film begins with a young man drifting to sleep after dutifully sending off innumerable memes, jokes to people in order to spread ‘Bhalai’. Just as he is about to drift off, a voice jolts him out of his stupor to remind him that ‘Bhalai is a full-time job’. The voiceover reminds him of his insomniac uncle, rabies-infected friend and student friend. The voiceover repeatedly questions the man as to who’ll save these people. The man is inspired and begins to send out data to his friends.

The film ends with the voice urging prepaid customers to do their bit and continue with the ‘Bhalai Ki Supply’ and a message that unused data can be carried forward rather than getting lost on expiry of validity.

Gurinder Singh Sandhu, head of marketing, mobility, Tata Docomo, said, “As data consumption is becoming more pervasive and an integral part of how youth communicate, it is important to keep offering innovative solutions that talk both to core consumer needs such as affordable connectivity while at the same time weeding out category irritants.”

Client: Tata Docomo      
Creative agency: Contract India

Campaign India

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