Continuing with its proposition of ‘per second billing’, introduced in August 2009, Tata Docomo has come up with a new campaign that highlights its lifetime assurance of per second billing. The campaign has been conceptualised by Draftfcb+Ulka. The TVC has been shot by Nirvana Films.
KS ‘Chax’ Chakravarthy, Creative Director, Draftfcb+Ulka, explained, “Tata Docomo as a brand does not preach or pontificate. We make our point in a fun, engaging manner and let the consumer draw his own conclusions. That is exactly what this TVC tries to do –demonstrate how quickly things change, and counterpoint that with the lifetime assurance of per second billing that only Tata Docomo offers.”
“When life changes in seconds, there is one thing you can depend on for a lifetime – per second billing, for life, only on Tata Docomo”added Chakravarthy.
Set at a wedding ceremony, keeping in mind the on-going festive and wedding season, the TVC features Pooja Chopra, Miss India World 2009.
The film captures the joi de vivre at Indian weddings, which often also lead to romance blossoming. A young guy at his friend’s wedding spots one of the wedding guests, a beautiful girl, and is attracted towards her. The voiceover says: ‘One second to steal a look’, and as the guy seems smitten by the girl, the voiceover continues: ‘Three seconds to fall in love’. As he is about to approach her, he notices another man talking to her and is crestfallen. ‘Two seconds to lose hope’, says the voiceover, and as he is about to give up, he realises that the man was actually introducing his wife to the beautiful girl. He then gathers the courage to walk up to her, but another stunning girl walks past him and grabs his attention. However, when he sees her boyfriend, he diverts his attention back to the previous girl. At all these times the audience is repeatedly reminded of the seconds that elapsed between each trough and crest of life that the protagonist faces and brings to life the fact that life changes in a matter of seconds.