Tata Docomo has rolled out another TVC in its ‘Bhalai Ki Supply’ ad campaign. The campaign is targeted at the millennial population of India and has been conceptualised by Contract India.
This film titled 'Selfiesh' shows a girl clicking a selfie. She clicks the picture and puts her mobile into her bag. The voice over comes in at this point and tells the woman that it's pretty selfish of her to do that and urges her to send the picture to her boyfriend as that could be a stress buster for him. The boyfriend is shown getting lectured by his father simultaneously. The film ends with the girl shown sending the seflie and the voice over introducing Docomo's data plans.
On the campaign, Gurinder Singh Sandhu, head - marketing, Tata Docomo, said, “India’s young, informed, vocal and aspirational population are the very face of the changing consumer landscape and Tata Docomo’s latest ad was formulated keeping their psyche in mind. India ranks ahead of the rest of the world when it comes to their Gen Y’s addiction to technology and smart devices. The current generation of millennials are opting for self-definition and personal communication via various social media platforms. Our TVCs are all about reaching out to this consumer-base through humorous ad films, while encouraging them to adopt Tata Docomo’s personalised data and voice plans that promise enhanced customer experience.”
Ashish Chakravarty, national creative director, Contract Advertising, added, “The online behavior of the youth is already quite open. So the idea of ‘Open Up’ needed a take that motivates the audience to keep doing what they are doing by reminding them how important it is to do so. Bhalai does exactly that. It changes the way you look at a simple share, like, tweet, a nonsensical Santa Banta joke or a Sanskaari meme. The campaign’s mock-altruistic tone makes people realise the almost life-saving power of jokes, memes, videos and gossip they keep sharing on the internet.”
Client: Tata Docomo
Creative agency: Contract India
Also read: Tata Docomo keeps 'Bhalai ki supply' going