Tata Indicom has recently unveiled a new brand campaign, titled ‘Suno Dil Ki Awaaz’. Based on an emotional value quotient, the communication is focused on Emerging India and empowering people to listen to their heart and follow it.
The four-month long promotional campaign is spearheaded by personalities like Lalit Modi, Vice-President, BCCI, and Chairman of the Indian Premier League (IPL); popular film director, producer, and TV celebrity Karan Johar; Bollywood music composer, singer and actor Himesh Reshamiya; and television and now Bollywood actress Prachi Desai.
In an official communiqué with exchange4media, Abdul Khan, Head Marketing, Tata Indicom, explained the need to connect on a larger stage. He said, “The campaign showcases the true life stories of these people who have lived the promise of ‘Suno Dil Ki Awaaz’. It is meant to inspire and reach out to young India to strike an aspirational chord. Our brand promise is rooted in the very same thought; therefore, we felt the need to take this communication to a larger stage.”
The essence behind this new brand positioning implies that Tata Indicom is not only urging consumers to follow their heart, but is also listening to its customers. After garnering 29 million customers, Tata Indicom has now adapted an emotional approach vis-à-vis acquisition approach in its communication. ‘Suno Dil Ki Awaaz’ was deduced following extensive research across various segments and age groups across the nation.
Explaining the angle of dream and vision, Vinita Bangard, COO, Percept Celebrity Management, said, “With the new vignettes series that recently went on air, personalities like Lalit Modi, Karan Johar, Himesh Reshamiya, and Prachi Desai are seen embodying the message – ‘Suno Dil Ki Awaaz’. The campaign logic is very simple – going beyond the generic space of mobile plans to a deeper, emotional connect, based on what our customers truly seek and aspire for in their hearts. These celebrities are not brand endorsers nor are they brand ambassadors. The entire series shot with them is merely based on inspiring young India and urging them listen to their heart and follow it.”