Leading telecom brand Tata Docomo has initiated a creative review in New Delhi. The size of the account is estimated to be more than Rs 100 crore. It is learnt that several leading agencies are a part of the review process. Sources close to exchange4media have confirmed the news, however, there was no official confirmation at the time of filing the report. The account is currently handled by Draftfcb Ulka.
The brand has recently released a campaign on 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.
In 2011, the brand ad appointed Ranbir Kapoor as its brand ambassador and rolled out a series of ads with the actor during the IPL. The campaign was titled ‘Keep It Simple, Silly’ and highlighted how Tata Docomo simplifies the telecom experience for consumers through its unique and differentiated products and services. In 2012, Ranbir Kapoor donned a new avatar for the brand by playing the part of a grumpy elderly restaurant owner. The ad highlighted the ‘Pay for what you use’ benefit of Tata Docomo.
The mobile telephony category is crowded with giant players such as Airtel, Vodafone and Idea. There is close competition between the three telecom players with Vodafone creating a benchmark called ZooZoos, Idea Cellular creating the spectacular ‘Honey Bunny’ and Airtel coming up with the ‘Har ek friend zaruri’ campaign.
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.
Our typical marketing budget is usually 10 per cent of the topline spend
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