Tata Docomo launches ‘Bhalai ki Supply’ campaign

bhalai-ki-supplyTata Docomo, the unified brand of Tata Teleservices, has launched its latest TVC as part of its ‘Bhalai Ki Supply’ ad campaign, targeted at the millennial population of India.

The TV commercial continues to employ flawless amalgamation of copy and art direction along with impeccable comic timing to showcase how something as simple as sharing jokes and memes with family and friends is perceived as an act of ‘Bhalai’

The latest film in the series of ‘Bhalai Ki Supply’ begins with a young man drifting to sleep after having dutifully sent off innumerable memes, jokes everywhere to do his share of spreading Bhalai. Right then, a voice jolts him out of his stupor to remind him that ‘Bhalai is a full-time job’. He rises again and resumes ‘Bhalai Ki Supply’. Then the advertisement goes on to urge prepaid customers to do their bit and continue with the ‘Bhalai Ki Supply’, now that even unused data can be carried forward rather than getting lost on expiry of validity.

Tata Docomo pre-pay users can carry forward their unused data simply by recharging before their existing data pack validity expires. Users can carry forward their unused data balance, for 2G packs by recharging with a 2G data pack and similarly for 3G packs by recharging with a 3G data pack before their existing data pack validity expires.

“As data consumption is becoming more pervasive and an integral part of how youth communicate, it is important to keep offering innovative solutions that talk both to core consumer needs such as affordable connectivity while at the same time weeding out category irritants. The ‘carry forward unused data’ feature in all our internet plans weeds out an important category irritant, which is losing out on left-over data post the validity expiry. This challenges the established convention in internet packs in line with our ‘untelecom’ & consumer centric approach” said Mr. Gurinder Singh Sandhu, Head – Marketing, Mobility, Tata Docomo.”

The campaign included a series of TVC’s focusing on how a simple ‘Like’ can boost the self-esteem of someone who has posted a selfie on Facebook. A nonsensical, gossip-filled call can provide a window of respite to someone stuck in a mundane job or how sharing a selfie with your boyfriend can make him feel nice in the middle of the grievous insults he is getting from his father.

Conceptualised by Contract India, the latest Bhalai ki Supply TVC captures 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 happier, under the thematic campaign of ‘More Data, More Bhalai’.


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