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Tata Indicom targets youth with 'do more, live more' campaign

15-April-2005
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Tata Indicom targets youth with 'do more, live more' campaign

Saurav Ganguly and Irfan Pathan, the brand ambassadors for Tata Indicom, continue to be the showstoppers for the brand. Rightfully, the company has woven another 'musical' storyboard around them and initiated a new campaign "Do More, Live More." McCann Erickson has created the campaign.

Abdul Khan, VP-Marketing, Tata Indicom, said that the idea is to showcase the positioning of Tata Indicom and encapsulate the range of services provided by the company. "The theme of the brand campaign is to primarily empower people to live more and do more in their life. Our target group comprises the youth of India and it is important to capture the 'full of life' element to reach to them," he said.

Ganguly and Pathan take a musical journey through the campaign describing the services offered by Tata Indicom. And the muse is Shankar Mahadevan of Breathless fame. Mahadevan has rendered the music on the same lines as the famous composition Breathless. Asked on the reason for the 'Mahadevan magic', Khan said, "We felt the voice and music will be able to do justice to the proposition. Moreover, the Indian audience has also accepted him well."

The film has been shot in Mumbai and Kolkata, and Dadu of Black Magic with Prasoon Joshi directed the film. "We have used our brand ambassadors as basic anchors for our brand," said Khan. Asked if the slump in Ganguly's image post Indo-Pak series would affect the brand, Khan said, "This is not true. Whether it be actors or cricketers they have the ups and downs, and we do not believe that this phase can affect the brand. We respect the fact that Ganguly has performed as an excellent cricketer and been a good captain too."

Khan said that the TVC would be on air for the next five to six weeks although different renditions would be given to the core theme idea, as this is a yearlong effort. Radio spots, outdoors and other grass route level initiatives would further support the TVC.

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