Call for entries open for BuzzInContent Awards 2020 Enter Now

Best Media Info

Editor’s Picks

BuzzInContent Awards

Tata Docomo helps spreads more ‘bhalai’

Conceptualised by Contract India, the new TVCs capture everyday situations to offer a witty reminder for the value-for-money data and voice plans from Tata Docomo which enable customers to continue their ‘bhalai ki supply’

Sarmistha Neogy | Mumbai | December 1, 2014

Tata-Docomo-TVC Click on the image to watch the TVC.

Tata Docomo has launched a set of two unusual TVCs as part of its campaign to highlight the special voice and data offers available to prepaid customers. In the latest ‘Bhalai Ki Supply’ campaign, the TVCs use clever juxtaposing of words and humour to drive home the point that the seemingly inconsequential act of sharing jokes and videos on social media can turn into an act of greater good.

Conceptualised by Contract India, the TVCs capture everyday situations to offer a witty reminder for the value-for-money data and voice plans by Tata Docomo. The idea is to encourage customers to make the lives of people around them much happier, under the theme ‘More Data, More Bhalai’.

Ashish Chakravarty Ashish Chakravarty

Ashish Chakravarty, National Creative Director, Contract Advertising, said, “The idea and concept of these two ads, ‘Falooda’ and ‘Pressure Cooker’, are similar to the first ad from the ‘Open Up’ campaign. The insight is the same and it is the running theme of the entire campaign. The online behaviour of the youth is already quite open. So, the idea of ‘Open Up’ needed a take that motivates the audience to keep doing what they are doing, by reminding them how important it is to do so. It is to assure that the brand is with them and whatever they are doing is just fantastic. Towards the end, our work was to integrate the thought into the product, where we talk about the different plans which Docomo offers to its customers.”

The ‘Falooda’ film showcases a young man laughing at a forwarded joke received on his handset. He then casually puts the phone away and gets back to reading. A solemn voiceover immediately reprimands him for not sparing a thought for his roommate, who is dancing away to the torturous whims and fancies of his bosses. The off-camera commentary then goes on to urge the young man to forward the joke to his friend to lift his spirits and thus continue the ‘Bhalai Ki Supply’. This is followed by a plug on the special package of 1GB of 3G data available at just Rs 185 – customers are encouraged to spread goodwill, without any hesitation, through more data usage.

The second TVC, ‘Pressure Cooker’, opens inside a fiery pressure cooker factory assembly line, where an over-qualified MBA graduate is being forced to endure the stifling angst of running his family’s monotonous business. Yet, a wave of relief hits him whenever he receives a simple forwarded joke. A voice from above then calls out to the viewer to imagine the reprieve a gossip-filled call could deliver, like frosty snowball on a furiously hot summer day. The ad urges customers to do their bit, set off ‘Bhalai Ki Supply’, by availing the 1GB of 3G data, plus Rs 150 talk time package at just Rs 251.

Gurinder Singh Sandhu, Head - Marketing, Tata Docomo, commented, “These Tata Docomo ads tie in well through a comical twist, with the fact that most millennials today are keen to make a positive difference in the world around them. The tagline of ‘Chaloo rakho bhalai ki supply’ connects with the fact that our data plans offer abundant data for customers to use, spread happiness and better the life experience with mobiles. The ads also showcase the sheer width of our product offering, including voice and data, which enable customers to communicate to their heart’s content.”

The TVCs:




Agency: Contract Advertising

Team Contact:  Ashish Chakravarty, Mayur Hola, Kapil Mishra, Abhishek Chaswal, Sidhant Mago, Rupesh Sahay, Angud Bhalla, Umesh Grover, Gunjan Gaba, Nishant Saurabh, Sugato Roy

Production House: Early Man Film

Director: Ayappa

Producer: Anand Menon

Post a Comment