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.
 


Credits
 
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 

 

Source:
Campaign India

Related Articles

Just Published

2 days ago

Women Leading Change 2024 shortlist revealed

See the women and companies shortlisted for the eighth annual awards. The winners will be announced at a live presentation on May14th at Marina Bay Sands.

2 days ago

Amazon CEO Andy Jassy on using AI to win over ...

The e-commerce giant’s CEO revealed fresh insights into the company's future plans on all things consumer behaviour, AI, Amazon Ads and Prime Video.

2 days ago

Hideous Luxury unpacks the weight of "emotional ...

The film is equal parts visually-striking and bizarre, as it tackles the idea of carrying burdens both literally and metaphorically.

2 days ago

Goafest 2024 and ABBY Awards to be held in Mumbai ...

The much-anticipated Goafest will now take place at the Westin Powai in Mumbai from May 29 to 31.