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Ad Review: Tata Docomo thinks out-of-the-box to launch new VAS

Ad Review: Tata Docomo thinks out-of-the-box to launch new VAS

Author | Preeti Hoon | Tuesday, Apr 13,2010 8:30 AM

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Ad Review: Tata Docomo thinks out-of-the-box to launch new VAS

Refreshing! That’s exactly what one feels after seeing the latest TVC of Tata Docomo. It’s short, sweet and sends the message across well without much fuss. Written by Vasudha Misra and directed by Ayyappa, the first of the two ads in the ‘My Song’ ad campaign has a brand new theme with first-of-its-kind offering for mobile users, called ‘Reverse Ring Back Tone’, through which a person can choose the song he/she wants to hear while calling others and not what the receiver has set for his number.

Client: Tata
Brand: Docomo
Agency: Draftfcb+Ulka
Medium: Television

The Brief:

The idea was to bring alive the innovation by Tata Docomo and build the theme around youth-centric approach. The youth of today want things to happen their way and this is exactly what has been kept in mind while creating the TVC.

Speaking on the creative thought process, KS ‘Chax’ Chakravarthy, Creative Director, Draftfcb+Ulka, said, “The insight in this case was simple – we spend our lives listening to what we don’t want to hear, from people we have no control over. Wouldn’t it be wonderful if you could always hear what you want to hear, no matter who you call?”

Further elaborating on the ad concept, he said, “And so you have the ultimate not-in-your-control situation – a young man being interviewed for his first job. And his answer to every single question is a ‘no’. And what does he hear at the end of it? “You are hired”. And to the backing of the now familiar do-doo-do jingle, the VO chuckles: ‘Hear what you want to hear’.”

“The spot-on casting, the perfectly calibrated acting, the pause before the punch line, all bring the simple, witty story alive in a quirky, intelligently humorous way,” Chax added.

Since it’s a new, exclusive offering, we wanted to know if Tata had goosebumps about launching it and this is what they had to say. “Not really. At Tata Docomo, innovation is a way of life, it’s what is bringing us success and it’s what we do best. ‘My Song’ is the latest in a series of paradigm-changing products that we have brought to the Indian telecom market and we are very confident that it would get the same consumer affection as has been bestowed to our other innovative products starting with pay-per-second,” affirmed Gurinder Singh Sandhu, Head - Marketing, Tata Docomo.

“My Song breaks through the clutter and also gives the caller the option of not listening to ‘call me’ tunes chosen by someone else. It’s all about hearing what you like, and what suits your ears,” Sandhu added.

The Execution:

With a fresh feel and concept, the first of the two ads have ‘Hear what you want to hear’ as its key theme with the characters and background music gelling well. The dialogues and expressions are just right to communicate the usual desire of not just youth, but every human being for that matter, that is, hearing what we want to hear, which relates well with Tata Docomo’s new proposition to its customers.

The Final Product:

The ad has two characters – the recruiter and the candidate. The recruiter, whose look has been kept the way it should have been with those big moustache and neatly combed oily hair, starts shooting questions at the young man with the first question being the usual – ‘Do you have work experience?’. The aspirant answers, ‘No’. The recruiter goes on to ask if he was good at MS Excel, but again he gets a ‘No’. ‘Are you a team player?’, ‘Do you have a goal?’, ‘Are you willing to work on weekends?’ are the questions that follow and are replied with a confident ‘No’, that sets the recruiter thinking. He takes a pause to build up the suspense, inevitably so, after all negative responses, and hires the young man! This is followed by the VO that says ‘Hear what you want to hear’ and the signature Docomo do-doo-do jingle blends in.

Trump Card:

It gets 8 out of 10 from us.

Xpert Comments:

Rohit Ohri, Managing Partner, JWT, was all praise for the ad film. He said, “It is cool, fun and a young way to communicate a feature.”

Our Take:

Newness in the theme, concept and service has given a fresh-feel base to the ad film. The 30-second ad has everything Tata wanted to convey, but didn’t have much at the same time, literally. Two characters having minimum dialogue delivery bring out the essence and connectivity of the product with the ad concept quite well. The kind of thought process that has gone behind in the making is not at all ordinary.

It surely gets two thumbs up from us for keeping the storyboard simple, yet effective. We look forward to the second ad in the series.

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