After severing its ties with McCann Erickson and continuing its partnership with FCB Ulka, Tata Indicom has unveiled a new brand positioning campaign. ‘Switch to Tata Indicom - And Experience the Difference’ is the new tagline that signifies the brand’s repositioning. This replaces its earlier tagline ‘Do More Live More’.
Tata Indicom has four new commercials featuring actor Kajol who highlights the four key differentiators of Tata Indicom’s network including zero call drops, clarity of voice, low electro-magnetic radiation technology and a secure network to enable consumers to make a more informed decision. Through this campaign, Tata Teleservices Limited aims to leverage the benefits of CDMA technology and hence create a unique brand identity, which will cater to the existing subscribers while also encouraging brand switching on the premise of a superior service experience.
Abdul Khan, Head-Marketing, TTSL, said, “Our new campaign emphasises the advantages that our customers get from superior technology employed by TTSL. We are rolling out a range of initiatives including mass media advertising campaign and below-the-line activities to reach out to our customers and educate them on the features of our superior network.”
The brand awareness campaign will be across television, print and outdoor. The company has planned a yearlong campaign, which will feature its other brand ambassadors. Khan explained that the dismal performance of the Indian cricket team does not affect their association with cricketers Saurav Ganguly and Irrfan Pathan, the brand ambassadors for Tata Indicom.