Catering to an impatient generation that doesn’t like to wait, Tata Indicom has introduced Tata Photon Plus, a wireless Internet product that offers speeds of up to 3.1 mbps. The company has come up with a new campaign that breaks on July 1 across GECs to support the product. Contract Advertising is the agency behind the campaign. The Creative Director is Raj Nair, Senior Vice President and Executive Creative Director, Contract Advertising. Ravi Udyawar Films is the production house, while Kalpana Udyawar is the producer.
Speaking on the campaign, Llyod Mathias, President & Chief Marketing Officer, Tata Teleservices Ltd, said, “The challenge is to not just establish the high speed offering of Tata Photon Plus, but also the portability of the product in a way that it can differentiate itself from the regular broadband offerings. The thought behind this piece of communication emerged from two simple consumer thoughts/attitude statements.”
The TVC has a male VO asking: ‘What are you carrying today?’ ‘Just Junk’, says an attractive girl, who brings out all kinds of assorted rubbish from her pockets. ‘Success’, says an SME owner. ‘Bad luck’, laments a young professional as he points at the ink blotch on his shirt pocket from a leaking pen. ‘Nothing’, quips a kid, who digs out whistle, coins, marbles, gum, catapult, stones, and even a frog from his pocket. “Attitude’, says a young couple flaunting their tattoos. ‘An old friend’, is the reply of a young guy with a guitar. The VO continues: ‘Now carry something you have never carried before, Speed. Tata Photon Plus: India’s fast broadband service.’
“The creative thought emerged from the insight that as individuals, we all carry around something or the other with us – things of use to us, things of not so much use to us. Things that are tangible, as well as intangible things. Physical things as well as feelings, emotions. Now you can also carry speed with you,” Mathias explained.
Elaborating on the creative execution of the TVC, Mathias said, “The execution is through a hypnotic visual execution, reminding people of the kind of things they carry and informing them of the fact that now they can carry speed, wherever, whenever. In fact, never before has such a simple concept been executed so beautifully. We tried to make a montage film interesting so that it would connect with the youth, but it had to be without making an over-kill by doing fast cuts and extensive CG, which is the run-of-the-mill way to go about a film, which is about fast broadband service. Hence, it was decided to show speed without going fast. We decided to show the slowness of the prevalent networks through the POV of people from different walks of life, who are showing off what they carry. All sequences are shot in slow motion – up to the point we see the Photon+ device, which is when the speed kicks in.”
“It is planned as a four-week campaign starting July 1in all key cities. The focus is on key markets like Delhi, Mumbai, Chennai, Bangalore, Kolkata, Hyderabad, Jaipur, Guwahati and the new launch cities of Patna, Shimla, Jodhpur and Dehradhun. The campaign is 360 degree, with focus on all key media that form a part of the TG lifestyle and media consumption habits – television, radio, digital, outdoor, in-store visibility, in-flight presence – newspaper tags like Kingfisher and Jet airways – and transient media – live media and its screens across key cities in 3,300 screen across key markets,” Mathias added.