Tata Docomo has released an ad film for Photon Max Wi-Fi, conceptualised by Draftfcb-Ulka.
The film opens to a lively soundtrack and a stream of light moving through a range of circuits. Each feature of the product is highlighted as an illuminated super - dual channel processor, qualcom gobi and wi-fi modem. The streams then come together to light up a chip. As the screen zooms out, we see the chip encapsulated in form of a Tata Photon dongle on the table. As a hand picks it up and plugs it into a laptop, the same stream of lights power the laptop as well. The user, seated in a cafe, is surprised at the speed with which multiple web pages open up on his laptop screen. His face gets distorted as if facing a strong gush of wind, symbolising high speed internet. The film ends with the voice over, “The all new photon max is here. Feel the speed.” The super says, ‘Photon Max Wi-Fi’.
Vasudha Misra, group creative director, Draftfcb-Ulka Delhi, said, “There was something new in Photon Max, which is a processor, and we needed to communicate technology. The challenge was to not come across as cold. We wanted to show that something has changed in the chip as well.”
She added, “The idea behind the campaign is to showcase Photon in a new light - of being technologically advanced and also giving super fast speed.”
Ritesh Ghosal, head - brand marketing, Tata Docomo, said, “Consumers today want to stay connected to their world of internet all the time, everywhere. There is a constant need to share life and experiences on the go and in real-time. Photon max Wi-Fi ensures that you stay connected, always, everywhere, from any device so that no one needs to log out from the life online.”
On the focus markets for the product and the campaign, he explained, “There are about eight major markets in India, which drive 70 per cent of the traffic online, they will be our key markets from the sales perspective. However, the fact that we are present in over 5,000 towns across the country gives us an opportunity to develop new markets and we will continue to drive that.”
Creative agency: Draftfcb-Ulka
National creative director: K S Chakravarthy (Chax)
Group creative director: Vasudha Misra
Creative team: SV Srinath, Deepika Chauhan, Raj Rohit
Account management: P Sridhar Iyer, Sudipto Poddar, Dyuti Biswas, Anuraag
Agency producers: Alpa Jobalia, Ganesh Iyer, Mazhar Khan
Production house: Future East films
Director (film): Avnish
Producer: Priyanka Bangia