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Tata Docomo takes its network story into domain of social media

Draftfcb Ulka creates two new TVCs based on the need of today’s youth to stay connected from anywhere, anytime

BestMediaInfo Bureau | Delhi | March 7, 2013

Tata Docomo has launched a set of two new TVCs taking the network story further into the domain of social networking. Having embarked on a journey to drive data connectivity through its proposition of ‘Network everywhere. Always’, the new TVCs highlight the advantage of being on the network for those whom social networking is a part of their daily routine.

Today’s youth have an innate need to share their experiences real-time through photographs, videos and posts on social networking sites. Not having access to a data connection creates a vacuum in their life and this is where Tata Docomo with its ubiquitous network and on-the-fly access to data plans of varying duration and value comes in.

The creative idea takes the leap from this very need of today’s youth, the need to stay connected from anywhere, anytime. Getting to share things as they happen is the promise made possible by Tata Docomo with its ubiquitous network. This is being driven through the plot in the TVC that shows a guy sharing his experience on a hill top with his friends and family.

Ritesh Ghosal, Head - Brand Marketing, Tata Docomo, said, “Tata Docomo has long been the preferred choice of the internet using audiences because of its flexible plans and superior data experience. The new campaign brings to life the advantages of being on a robust data network for people who can be struck with the impulse to share anywhere, anytime.”

Vasudha Misra, Senior Creative Director, Draftfcb Ulka, commented, "We took the age-old idea of sharing and gave it a facelift. The idea here was to express the impulse to share our experiences and stories as we live them."

The campaign comprises two TVCs, and it went on air last month.

The TVCs:




National Creative Director: KS Chakravarthy ‘Chax’

Sr. Creative Director: Vasudha Misra

Creative Team: Deepika Chauhan, Robin Thomas, S Srinath, Sandeep Kalra

Account Management: Sridhar Iyer, Sudipto Poddar, Kanika Rawal, Anuraag Shrivastav, Dyuti Biswas

Agency Producers: Alpa Jobalia, Mazhar Khan

Production House: Footcandles Production

Director: Ayyappa

Producer: Amarjeet Phukan

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