Tata Indicom has launched its latest TVC for its ‘Walky’ phones. The campaign has positioned Walky as a ghar ka phone. The TVC has been created by contract advertising.
According to Ravi Deshpande, chief creative officer, Contract Advertising, “The brief was to position Tata Walky as an essential ingredient of an Indian home and make it the equivalent of the ‘landline’.”
The commercial features a hodgepodge of situations and a voiceover that describes the difference between a normal phone and a phone that belongs to a home. It speaks of how a normal phone is stationery but a true home phone reaches every nook and corner of the house. The true home phone helps group of friends make sudden plans to meet up, a woman try out a new recipe and sometimes, even goes with a person to help him out with his office work. The VO suggests that a ghar ka phone is an integral part of a family’s life, just like Tata Indicom’s Walky.
“A huge part of the idea was in the phrase – ghar ka phone (which the client gave us). Ghar ka.. has a unique warmth and emotion attached to it, like ghar ka khana (homecooked food). The objective was to superimpose the same emotion on to the Walky and make it a generic term, in the long run.” said Raghu Bhat, the outgoing executive creative director at Contract Advertising.
He further added, “This TVC has an audio track running parallel to a visual track. The content and delivery of the audio draws you in gently and keep you interested. The visuals are rich in moments that stay with you long after you have seen the ad. It’s the kind of treatment that grows on you.”
In the words of Deshpande, “People are always seeking stability and solidity in their lives. Tata Walky can become an emotional anchor by forging a relationship with one of most important entities of his identity, namely, his home.”
Source: Bombay Adclub