After featuring Karan Johar, Lalit Modi, Himesh Reshammiya and Prachi Desai in its campaigns for Tata Indicom service, Tata Teleservices Ltd has now roped in the Pathan brothers, Yusuf and Irfan, as brand ambassadors for driving the brand philosophy of ‘Suno Dil ki Awaaz’.
Speaking on the brand philosophy and welcoming the Pathan brothers, Abdul Khan, VP, Tata Teleservices Ltd, said, “Tata Indicom is a youthful and energetic brand having a strong emotional connect with its subscribers as it urges them to listen to their heart – ‘Suno Dil Ki Awaaz’. The Pathan brothers reflect similar attributes as they excel in their field with the strong ‘Dil Ki Awaaz’ driving them.”
The brand positioning is working well for the telecom giant. Chlorophyll, its brand consulting agency, has worked closely with Tata Teleservices to reposition the brand and establish an emotional connect. This connect became the thought around which Tata Teleservices has built its communication; the target audience being ‘Emerging India’.
Contract is the agency that then helped translate the message into four powerful words – “Suno Dil ki Awaaz”. This is not just a punch line, but a long term proposition, “We are no longer just advertising mobile pre-paid or post-paid services or just a broadband connection – we are building a long term relationship with our customers by encouraging them to follow their heart, their dreams and aspirations,” explained Khan.
At the ground level, Tata Indicom has organised events like painting competitions, where children were invited to paint whatever their heart wanted, reflecting their ‘Dil ki Awaaz’.
On how they were driving this message further, Khan elaborated that the company was planning a customised rendition of the campaign online; as ‘Suno Bhakton Ki Dil Awaaz’ at religious places like Tirupti; at Mumbai’s Chhatrapti Sivaji Terminus, where most intercity trains terminate, Tata Teleservices has put up a welcome sign that says ‘Welcome to the city jo sunti hai sabke dil ki awaaz’.
The emotional bond behind ‘Suno dil ki awaaz’ is being translated into reality wherever possible. In the future, The company is aiming to customise this message for different circles. Khan cites the example of the Assam Circle, where they want to launch operations with a local face so that Guwahati can listen to its ‘Dil ki awaaz’.