Tata Docomo has launched a new ad campaign that urges customers to ‘Open Up’ and share happiness using their customised data offers. Using quirky visuals and dialogues, the latest television commercial is built on the idea that sharing either through Data or Voice is not just an act of passing something on: its end impact is much larger than the sender could have envisioned. For example, a simple ‘Like’ can boost the self-esteem of someone who has posted a Selfie. A nonsensical, gossip-filled call can provide a window of respite to someone stuck in a mundane job.
The brand’s new 50-second advertisement features a ‘social media queen’ who appears to have lost her loyal online following. She pouts and preens in order to post the perfect profile picture that could restore her lost glory, but is continually disappointed, till one virtual ‘Like’ makes her day.
The ad goes on to stress that simple and innocuous acts of sharing a like, meme, viral video, etc is actually a greater good that brings happiness to the recipient, it’s ‘bhalai’. And with Tata Docomo’s data offers available on dialling *123#, one needn’t stop, needn’t hesitate. Hence, the campaign line ‘Chalu Rakho Bahalai Ki Supply and Open Up’.
“As a brand we believe that every piece of communication we have has the power to alter our mood and outlook, this is what gives power to each one of us to continually bring happiness to each other. As social media and chat platforms are exploding, internet as a medium of sharing or communicating is becoming ever more important especially for today’s youth,” said Gurinder Singh Sandhu, Head - Marketing, Tata Docomo. “As a young youth centric brand that caters to these data hungry consumer, the *123# platform has been developed to provide special customised data offers that deliver More Data, Everytime.”
The ‘Open Up’ ad series will be amplified through outdoor media and point of sale merchandise. It will also be promoted in the digital space, to drive engagement amongst Tata Docomo’s 14 million-strong online community. The TVC will be broadcast in six languages, including Bengali, Hindi, Kannada, Marathi, Tamil and Telugu.
Watch the TVCs here: