With preparations for Ganesh Chaturthi on full swing in Maharashtra, DraftFCB Ulka and Tata Indicom see themselves amidst the festivities. The festival sees people returning home to their families for joint celebrations. It is this feeling of homecoming and anticipation that DraftFCB Ulka highlights in the latest campaign for Tata Indicom.
Tata Indicom, claimed to be a network certified by TRAI as the only congestion-free network four times in a row, is introducing free calling on any network across India on handsets.
Nitin Karkare, COO, DraftFCB Ulka, explained, “The Ganpati festival proves to be a great business opportunity. Combine this with a completely unique scheme from Tata Indicom and it is a sure shot winner. The challenge was to bridge the gap between the offer (free-calling on any network across India on handsets) and this festival.”
The brief called for extensive research from the agency to understand the significance of the festival. “Ganesha holds an unparalleled tug to the Maharashtrian heart. Most of us have gone through the touching situations of disappointing family when the call of duty has kept us away from celebrating the festival with family and friends. The Indicom offer fitted very well as a link,” said Vidyadhar Wabgaonkar, Senior VP - Strategic Planning, DraftFCB Ulka.
The TVC revolves around a typical Maharashtrian family gearing up for the Ganpati festival at home. The extended family keeps trouping in, but a mother’s plight takes over sensibilities. The mother is eagerly waiting for her son Omkar to reach home. But the son is stuck at the airport and is not in a position to make it home before the ‘muhurat’ to begin the prayer service.
He calls up his father to communicate this and his voice carries over with so much clarity that the mother thinks her son has already reached home. When she goes near her husband only then she realises that her son’s voice is being transmitted through the Tata Indicom mobile handset.
The script brings alive the Tata Indicom offer of free-calling on any network across India on its handsets by crafting a very real story set in a very real situation.
Shashank Pore, GM - Marketing, Tata Teleservices (Maharashtra) Ltd, said, “Extensive consumer research revealed that Ganpati is a time for families to get together and there are many times when loved ones don’t make it. Our congestion-free network, coupled with this incredible offer of free-calling to any network across India, provides the consumer with an almost real-time experience.”
DraftFCB Ulka’s Karkare further said, “The TVC will be prevalent on Marathi channels and we will also have substantial outdoor communication on the same lines all over the state.”