Conceptualised by Contract, the TVC employs a mix of humour and comic timing to highlight the functional promise of the brand – to deliver ‘More’ than what the customer expects
BestMediaInfo Bureau | Delhi | August 19, 2015
Tata Docomo, the unified brand of Tata Teleservices, has rolled out a new TVC under its popular campaign – ‘Har Baar More’. The campaign exhibits the functional promise of the brand – to deliver ‘More’ than what the customer expects every time he recharges on the Tata Docomo network.
Conceptualised by Contract India, the new TVC employs a merger of humour and comic timing to set a scene which is witnessed by many in their daily lives. The TVC in its cheeky tone and funny word play on ‘More’, shows the plight of a typical corporate executive when he does a faux pas in what ‘More’ in English means (additional) versus when transliterated in Hindi (peacock). The peacock hogs the limelight while the messaging of ‘More’ gets delivered in an interesting way. The message conveyed to the viewer is that on dialling the USSD, customers will get only the “Zyada Wala More” on every recharge occasion and this is not any kind of drivel. The TVC essentially articulates to its viewers that the best way to get ‘More’ value from a Tata Docomo recharge is by dialling *123#.
Gurinder Singh Sandhu, Chief Marketing Officer, Tata Teleservices, said, “At Tata Docomo we understand that each customer is unique, having distinct usage patterns for voice and data requirements. Thus, in order to ensure utmost customer delight, we are offering customised products to them and empowering them to have the freedom to choose the plans as per their usage.”
Mayur Hola, Executive Creative Director, Contract Advertising Delhi, added here, “The idea is to get people to up their engagement with Tata Docomo, with the promise of something more than expected, each time they dialled *123# to recharge and so on. ‘Har Baar More’ is guaranteed, we figured, and we just dramatised that with these blooper-filled tactical films.”
Tata Docomo’s ‘Har Baar More’ value proposition is aimed at delivering maximum value to consumers throughout their lifetime on the network.
To drive home the distinct local flavour of the commercials, Tata Docomo has released the TVCs in eight languages – Bengali, English, Hindi, Kannada, Marathi, Tamil, Telugu and Malayalam.
Client: Tata Docomo
Creative agency: Contract India
Team: Ashish Chakravarty, Mayur Hola, Souvik Datta, Prateek Suri, Sugato Roy, Nishant Saurabh
Director: Nikhil Rao (Jamic Films)