After introducing its ‘per second billing’ plan for calls on mobile phones, Tata DoCoMo has now launched ‘Diet SMS’, which allows consumers to pay only for the characters they use. Draftfcb+Ulka has conceptualised and created a witty commercial for this innovative offering, directed by Pushpinder Singh.
After receiving a simple brief for promoting the application which enables customers very short SMS, Draftfcb Ulka set off on an exercise to identify ways to promote this unique offering in an engaging manner. A flirtatious executive and his attempts to woe his women colleagues, were chosen as the concept for the film.
KS ‘Chax’ Chakravarthy, NCD, Draftfcb+Ulka, explained, “Diet SMS is a pioneering product that takes the Tata DoCoMo philosophy of ‘pay for only what you use’ into the youthful SMS space. But with one difference – it is a product for the young at heart, the smarter generation that knows how to keep it short. And so the campaign thought, ‘Shorter is Smarter’. A dude goes around sweeping a variety of women off their pretty feet by flashing a tattoo of their names on his wrist – Sapna, Shweta, Sonal, etc. Till you realise at the end that all he has tattooed on his wrist is an S – they see it and assume it is for their name. ‘Shorter is Smarter. Pay for only what you use with Diet SMS’, chuckles the voiceover.”
The engaging commercial promotes the use of Diet SMS through a simple example that the consumers can relate to and is in keeping with Tata DoCoMo’s youthful image.