The campaign has been conceptualised by Draftfcb+Ulka and is a departure from the conventional industry strategy of claiming network reach
BestMediaInfo Bureau | Delhi | August 12, 2013
Draftfcb+Ulka has created a new campaign for Tata Docomo that aims to put the brand’s credentials on a higher ground on the strength of the network’s credentials. The campaign is a follow-up to Docomo’s previous campaign during IPL this year that was aimed at establishing the ubiquity of the network through its enterprise business credentials.
The TVCs capture how through the various brands, products or services that people experience on a daily basis, Tata Docomo’s network touches everyday life, so much so that you can’t escape from it.
The new campaign again takes a departure from the conventional industry strategy of claiming network reach. Draftfcb+Ulka’s came up with the ‘ubiquitous network’ plank – one that is behind things we do on a here and now basis. In other words, Docomo’s network is behind almost all activities like a pizza getting delivered to reading a newspaper wherever, whenever, making it the network that touches you in more ways than one and therefore a truly ubiquitous network.
The film is about a foreigner tourist couple roaming on the streets of Chennai. As they explore the city, they get completely surprised by the Docomo signature tune which keeps playing wherever they go. As the film proceeds, the curiosity keeps on building with the couple who are completely baffled on the source of the sound. As the couple’s frustration reaches a high, the source of the sound is revealed as somebody or the other experiencing products or services that Tata Docomo’s network supports.
The master TVC is a 55-seconder and there are three shorter edits of 25/30seconds.
The films have been produced by Chrome Pictures, and directed by Hemant Bhandari.
Ritesh Ghosal, Head - Brand Marketing, Tata Docomo, said, “The fact is that there is practically always something around you that is working on the Tata Docomo network. The creative execution for this campaign in a very unique style communicates this almost as a truism, the fact that you can’t escape the Tata Docomo network in your everyday life, making the message playful and not pompous.”
Sridhar Iyer, Sr. Vice-President, Draftfcb+Ulka, explained, “Tata Docomo touches the everyday life of its consumers not just through a handset but also through the services of some of the biggest enterprises they rely on, and this has been depicted in a playful manner through an execution that highlights the ubiquity of the network in everyday life of its consumers.”
The campaign on TV would be adequately supported with a brand surround campaign in print, outdoor and retail.
Brand: Tata Docomo - TN campaign
Agency: DraftfcbUlka (Delhi)
National Creative Director: KS Chakravarthy (Chax)
Sr. Creative Director: Vasudha Misra
Creative Team: Robin Thomas, ArjunSuri, SV Srinath, Raj Shukla, Vikash Kumar, Bala Subramanian
Account Management: Sridhar Iyer, Sudipto Poddar, Abhinav Deodhar, Aditi Kaushik
Agency Producers: Alpa Jobalia, Mazhar Khan
Production House: Chrome Pictures
Director: Hemant Bhandari
Producer: Shaun Moitra