Tata DOCOMO’s New Campaign draws attention to the ridiculousness of service paradigms in telecom

Mumbai: Tata DOCOMO is doing a standout act yet again, with the launch of its new brand campaign that urges customers to pay by the second, always.

Scheduled to go on air with the Indian Premier League Season 5, the new brand campaign is simple, drawing attention to the ridiculousness of service paradigms in telecom. The campaign refreshes the core service differentiators of Tata DOCOMO—no fine-print, no hidden conditions and no unwarranted balance deductions. Tagged as innovators and the first to introduce the concept of Pay Per Use, the brand, with this unique campaign, reinstates the message that paying by the second always benefits the customer. Tata DOCOMO charges the customer on a per-second pulse—not by the minute—leading to saving of up to 23% on mobile bills!

“With this campaign, we are reinforcing the core proposition of the brand, and reiterating the service differentiators that brand Tata DOCOMO offers to its customers,” Mr Gurinder Singh Sandhu, Head, Marketing, Tata Teleservices, said. “The idea here is to communicate effectively the unfairness and rigidity that exists in the telecom industry, and this has been beautifully conceptualized and executed by way of drawing analogies with another service industry—an eatery, manned by a grumpy yet endearing old man; the restaurateur!”

Commenting on this new avatar, Tata DOCOMO’s brand ambassador Ranbir Kapoor said: “This is a unique approach to advertising and I am very excited to be part of it. With this campaign, we are attempting to be really different—and I am sure people will like it. The campaign reflects values that I believe in personally—transparency, honesty and true value. This is a brand that believes in DO, and that also strikes a strong chord with me.”

In every promo, Tata DOCOMO differentiators have been talked about, highlighting the specific consumer pain points that have been contextualized with similar parallels in the restaurant. Be it the ‘No Unfair Balance Deductions’ or ‘Enjoy the Best Internet Experience. Always’, Ranbir the restaurateur uses innuendos and raillery in an uncharacteristic gruff voice to flummox the customer, while driving home Tata DOCOMO’s central message in a lucid yet rib-tickling manner.

In continuation to its first series of ‘Keep it Simple, Silly’ campaign, this IPL Season 5 will see Tata DOCOMO launching a “simple” yet “refreshingly different” approach. “While the first set of exciting promos tickles the audience and drives home our key message, we will be expanding the ambit and messaging, with various other marketing initiatives also pushing the message. The TV campaign will be supported with a brand surround campaign—print, outdoors, on-ground and retail,” Mr Sandhu added.

Tata DOCOMO is involved with IPL as an associate sponsor with its leading wireless broadband service brand, Tata DOCOMO Photon Max, which was recently conferred the ‘Product of the Year 2011’ award for ‘Best Innovation’ by AC Neilsen. Tata DOCOMO has been able to foster a strong brand-customer relationship by offering uncomplicated telecom solutions with no hidden conditions or unwanted service activations.

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