Leading telecom brand Tata Docomo has awarded its creative duties to Contract Advertising, New Delhi. The size of the account is estimated to be more than Rs 100 crore. It may be recalled that exchange4media was the first to report about the creative pitch in January [Tata Docomo meets creative agencies].
The account was earlier handled by FCB Ulka. Sources close to exchange4media have confirmed the news, however, there was no official confirmation at the time of filing the report. The email sent to the client remained unanswered. exchange4media had also reported that Tata Docomo was meeting media agencies in January [Tata Docomo on the lookout for media partner].
The brand has recently released a campaign on the theme ‘Open up’, with kids dancing to the popular Bollywood song ‘Dhinka Chika’. It shows a group of executives watching the film in office, and one of them gets inspired and starts dancing to the song. The ad ends with the message of ‘Open Up. Laugh. Share. Talk’. The ad has gained popularity amongst the online community.
Tata Docomo is Tata Teleservices’ telecom service on the GSM platform, arising out of the Tata Group’s strategic alliance with Japanese telecom major NTT Docomo in November 2008. On the CDMA platform, despite being the latest entrant, Tata Indicom has already established its presence and is one of the fastest-growing pan-India operators.