Global market research agency Synovate, in a survey commissioned by Mint, has concluded that Tata Indicom scores highest in brand recall and awareness, and ad reach, by television viewers in major Indian metros. The survey states that ‘the innovative use of a character being positioned appreciably, rather than celebrity presence, has worked well in the Tata Indicom ads’.
In the survey, Tata Indicom, the retail brand of Tata Teleservices Ltd, rates highest in all three categories of brand recall (90 points), brand awareness (94 points) and ad reach (85 points). The ad campaign leaves behind other brand campaigns by companies such as Airtel, Asian Paints, Pepsi and Lays, by much higher scores. Airtel and Asian Paints were ranked second and third in the survey, respectively.
Abdul Khan, Head of Marketing, Tata Teleservices Ltd, said, “We have always believed that the most important element in an advertising campaign is to establish a connection between the consumer and the brand. Tata Indicom’s TV commercial connects with the consumers in a unique way. It brings out the relationship between an individual and his or her phone in a simple manner, which is fairly appreciated in the advertising world.”
The television commercial by FCB Ulka features a girl, sitting in a locker room and chatting with her friend, with a stopwatch in one hand because she is worried that the talk time will run out. The Tata Indicom brand ambassador, Kajol, then enters the scene and introduces the girl to Tata Indicom’s freedom call offer that ensures free unlimited talk time on the Tata Indicom network.