With the objective to create renewed visibility and awareness about the Walky from Tata Indicom, and clearly establishing it as the “perfect home phone”, Contract Advertising has created the latest Tata Indicom TVC that went on-air on November 16, 2009. Prasoon Pandey of Corcoise Films has directed and produced the campaign, and the conceptualisation was done by Contract’s Raghu Bhatt.
The key insight behind the idea was that while there would be high-end mobiles with various features and great tariffs that go along with it, there is still a clear need for home phones. The thought came alive through the TV script Ghar Ka Phone agar chahiye, toh Walky hi Laaiye. Tata Indicom will extend this to outdoors, press and below-the-line communication as well.
Pandey said, “The brief we got from Tata Indicom was that this is a phone, which is a landline and can be used anywhere. The phone dons the role of a family member, and goes everywhere with the user.”
“The TVC aims to bring an emotional connect. There is a strong and compelling reason for Tata Indicom to go out to the market in a vocal way and talk about this numero uno product – Walky. Through this campaign the aim is to strengthen connection with young India and give people a reason to make Walky as their first experience of having a wireline (conceptually) yet wireless home phone,” added Pandey.