Tata Docomo follows tourists with signature tune to showcase all-pervasive network

Watch the ad film created by Draftfcb-Ulka

Aug 12, 2013 03:24:00 PM | Video | Campaign India Team Share - Share to Facebook

Tata Docomo’s latest campaign seeks to refresh the brand’s proposition of being an integral part consumers’ lives, being the network of choice of companies and services they engage with everyday.

The TVC created by Draftfcb-Ulka went on air on 3 August and will run for a month, according to the agency.

The campaign comprises a 55-second film and shorter edits.



The film features a couple of foreign tourists in Chennai. They enter a musical instruments store where they hear Docomo’s signature tune. Unable to figure what’s happening, they leave the store. They then head to a temple, where they hear the same tune again. It continues to follow them: to a tea shop, a classical dance performance, a clothing store, on the streets and even when they are commuting by a local bus. The scared duo are shown trying to get away from the sound in an empty house when a voice over explains, ‘Zindagi ka har pal zuda hai jis network se: Tata Docomo, aap ka network, joh hai leading companies ka bhi’ (Every moment of life is connected to this network. Tata Docomo – your network, which is also the network of leading companies). A super says ‘Leading companies ka bharosa’ (Trusted by leading companies), as the sources of ‘sounds’ along the tourists’ journey are revealed : a bank (ATM next to the music store), pizza delivery (a boy eating pizza next to the tea shop), dailies and news channels (people reading newspapers on the bus) and so on. 

Ritesh Ghosal, head, brand marketing, Tata Docomo, said, “The fact is that there is practically always something around you that is working on the Tata Docomo network! The creative execution for this campaign in a very unique style communicates this almost as a truism, the fact that you can’t escape the Tata Docomo network in your everyday life. Making the message playful and not pompous.”

The film is a follow up to the previous campaign released during the IPL which showed that various brands across categories rely on Tata Docomo’s network. View the previous campaign here.

Sridhar Iyer, senior vice president, Draftfcb-Ulka, said, “Tata Docomo touches the everyday life of its consumers not just through a handset but also through the services of some of the biggest enterprises they rely on, and this has been depicted in a playful manner through an execution that highlights the ubiquity of the network in everyday life of its consumers”.

Client: Tata Docomo
Creative agency: Draftfcb-Ulka
National creative director: KS Chakravarthy (Chax)
Senior creative director: Vasudha Misra
Creative team:  Robin Thomas, ArjunSuri, S.V. Srinath, Raj Shukla, Vikash Kumar, Bala Subramanian
Account management: Sridhar Iyer, Sudipto Poddar, Abhinav Deodhar, Aditi Kaushik
Agency producers: Alpa Jobalia, Mazhar Khan
Production house: Chrome Pictures
Director: Hemnat Bhandari
Producer: Shaun Moitra


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