Gunjan Prasad
Mar 06, 2012

Tata Docomo positions itself as ‘companion’ in new TVCs

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Tata Docomo has unveiled a new campaign to highlight the ‘reliability’ aspect of the network.


The campaign that went on air in February comprises a series of four TVCs that are a follow up to the host of films the brand had launched last year. The campaign positions Tata Docomo as a friend that is reliable and is also available every second of every day.

Ritesh Ghosal, head - brand marketing, Tata Docomo, said, “Having invested heavily in creating a reliable, always connects network for our customers, we have embarked on a new campaign to make perception catch up with the reality of our robust network. The new set of films brings alive the role our network plays in the consumers life – of a companion, a safety net, a counselor, a good friend … an anchor in an extremely mobile world.”

Vasudha Misra, creative Director, DraftFCB Ulka said, “The idea here was not only to reinforce our network strength but also to illustrate how important the role of a network is in the time of need. For a girl, going back home late at night, it is the sense of security that her network provides her with. For a man, who has found himself stranded in a strange city, it is the comfort he draws in finding that his network hasn’t left him stranded as well.”


Client: Tata Docomo
Agency: DraftFCB Ulka
National creative director: KS Chakravarthy
Creative director: Vasudha Misra
Creative team: Deepika Chauhan, Murtaza Said
Account management: Sridhar Iyer, Sudipto Poddar, Kanika Rawal, Anuraag Shrivastav
Production house: Bootpolish Films
Director: Shujaat Saudagar
Producer: Ashit Ghelani

Campaign India