Conceptualised by Draftfcb+Ulka, the campaign inspires consumers to overcome their inhibitions and be their real selves by conveying their feelings without any hesitation
BestMediaInfo Bureau | Mumbai | September 20, 2013
Draftfcb+Ulka has launched a new campaign for Tata Docomo that ushers in the new ethos of the brand. The core thought behind the campaign is ‘Open up’. The idea is to inspire consumers to overcome their inhibitions and be their real selves by conveying their feelings without any hesitation.
While in the past, too, with the brand mantra of ‘Do the New’, Tata Docomo through its refreshingly different communication approach has manifested the truth of doing more in life. The latest campaign also focuses on inspiring people to speak up and have more meaningful communication in lifethat helps in establishing not only deeper connect with each other but also adding joy to the self.
Currently India’s No. 4 telecom player by revenue, it places Tata Docomo in a favourable position to consolidate its position as the only real alternative to consumers and present itself as a strong contender for the consumer’s next telecom recharge based on its simple, honest and transparent tariffs and its innate brand appeal.
The campaign idea is derived from a core human insight that people tend to hold back or hesitate in saying what they really feel and this burden of unshared emotions can create regrets that last a lifetime. The idea focuses on encouraging meaningful conversations rather than just connections. It smartly connects an interesting and universal life insight that will inspire people to speak up more often with simple value for money tariffs such as 20p/min and 20p/MB that facilitate stress-free conversations.
As a trend we have also seen an upsurge in the sharing of either personal aspects of our lives or opinions about things around us over the social media platform. The Open Up idea aims to ride the trend and encourage that behaviour, be it online or offline.
Gurinder Singh Sandhu, Head - Marketing, Tata Docomo, said, “We interrogated the landscape of conversations – why people talk, why people listen, what are the pay-offs and to whom. And the answers led us to a magical idea. An insight that often what is left unsaid is more significant than what was said in conversations. Hence, a fertile territory never explored in telecom but extremely relevant in life was identified – the moment when a guy overcomes his hesitation and speaks his mind. The sheer joy or relief of the speaker and the magic that ensues is where our brand thought of ‘Open Up’ was born.”
The creative approach of the commercials was to instigate the viewer to open up, give up inhibitions, let go of second thoughts and do as one feels. It closes on a group of executives who are watching the video on their office computer and how one of them gets inspired to let go of himself and dance away to glory in office to the surprise of everyone around.
Therefore, the film is about the exuberant spirit of opening up, losing even the slightest bit of reticence to let go of our deepest emotions and making us communicate what we feel inside.
Sanjay Tandon, COO of Draftfcb+Ulka, said, “As always Tata Docomo is here with an utterly simple yet profound point of view: why should you hold back when life is enriched by uninhibited emotions. Open Up! We plan to scale this up in the coming times with more surround engagements across markets.”
Vasudha Misra, Senior Creative Director, Draftfcb+Ulka, commented, “As time passes, it seems as if we are getting more and more straight-jacketed. Social norms, a desire for acceptance and political correctness have led to a stifling of free communication. That is where technology can play an almost break-free role. Tata Docomo wants to encourage a return to an unfettered, unconscious display of emotion. And that is what our communication too tries to embody.We wanted to use content that’s out there as an integral part of the campaign, as the online platform has given people a space to unleash their true self. In the process we came across this viral video of a kid who was dancing unabashedly to Dhinka Chika. We tracked the kid down and cast him as the main kid in our commercial and used the same track as well.”
A full blown 360-degree campaign covering TV, outdoor, radio, ambient and digital mediums has also been rolled out that aims to create a surround for the consumer and make the idea stick to the consumer’s mind through powerful contextual messaging.
Agency: Draftfcb+Ulka (Delhi)
National Creative Director: KS Chakravarthy (Chax)
Sr. Creative Director: Vasudha Misra
Creative Team: Vasudha Misra, Deepika Chauhan, Arjun Suri, Hasan Jaferi, Srinath, Raj Shukla, Mrinal Bahuguna, Vikash Kumar, Harsh Shinde
Sr. Vice-President: Sridhar Iyer
General Manager: Sudipto Poddar
Account Management:Aniruddh Pahwa, Anjali Saxena
Agency Producers: Alpa Jobalia, Mazhar Khan
Production House: Bootpolissh films
Director: Shujaat Saudagar
Producer: Ashit Ghelani, Ananya Dasgupta