Shephali Bhatt
Aug 30, 2011

Tata Docomo’s new campaign says there’s no getting away from network

WATCH the TVCs created by Draftfcb Ulka here

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

After the much talked about ‘Keep it Simple, Silly’ campaign, Tata Docomo has come out with a fresh set of TVCs to propagate a new thought based on ‘No Getting Away’.

Watch all the TVCs of this campaign (the story continues below)









The 13 TVCs created by Draftfcb Ulka are set in real-life situations wherein the last thing you would expect is your phone to ring. But thanks to Tata Docomo, the protagonist in the ad is able to experience close to omnipresent network.

Commenting on the rationale of this campaign, K.S. Chakravarthy (Chax), national creative director, Draftfcb Ulka said, "We were not willing to play the industry game of claiming to reach every far-fetched corner on earth - particularly since we well knew that the consumer was far from satisfied with his network's performance on an everyday, here-and-now basis. So our take was, the ubiquitous network - it is there wherever, whenever - so much so that you can't get away from it even if you want to."

Ritesh Ghosal, head marcom, Tata Docomo, added, "What really matters to consumers is the network working wherever you are and whenever you need it and not merely the number of towns or cities the operator covers."

“Since there have been quite a few campaigns on network communication of late, the challenge was to talk about the ubiquity of our network in a manner that is both fresh and in our signature tongue-in-cheek manner,” said Vasudha Misra, creative director, Draftfcb Ulka.

Having released the campaign on Facebook initially, Tata Docomo now aims to strengthen the communication strategy with an integrated campaign that would engage consumers at a ground level.

Client: Tata Docomo
Agency: Draftfcb Ulka
National Creative Director: K.S. Chakravarthy
Creative Directors:  Vasudha Misra (copy), Ekta Verma (Art)
Copywriters: Deepika Chauhan, Murtaza Said
Account Management: Sanjay Tandon, Sudipto Poddar, Omair Siddiqui
Production House: Equinox Films
Director: Ram Madhwani
Producer: Manoj Shroff 


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