Tata Indicom’s new service, Non-Stop Mobile, is set to redefine mobile telephony by allowing users to stay connected for two years without recharging. Users, through the new ‘Non-Stop Mobile’ range of handsets, can receive free incoming calls for two years and 100 per cent talktime by simply recharging for as low as Rs 50.
Tata Teleservices, the first operator in India to launch this service, has come out with a TVC that effectively publicises this service. The TVC, directed by Prasoon Joshi, has actress Kajol playing the role of a newsreader and Ajay Devgan as a news reporter. Kajol and Ajay, through the ad, announce this special pre-paid offer and build anticipation and sales momentum. Though the new ad builds on the existing Truepaid Communication, Ajay and Kajol are seen in a different avatar to refresh communication.
The news format of the ad highlights the excitement of the offer among common people, while the brand name reminds the service’s benefits of staying alive on the network without recharging every month.
The service is being advertised through TVC, print, radio and outdoor.
Abdul Khan, VP, Marketing, Tata Teleservices Ltd, said, “This service gives Indians a whole new way of looking at mobile pre-paid. Our objective was to get rid of the pain of recharging every month.”
Charles Antony, MD, Tata Teleservices (Maharashtra) Ltd, said, “We are deeply committed to translating the Tata vision into the field of communications bringing a fair deal and a better quality of life to millions of Indians with this unique service.”
The company’s target audience for this new service is the country’s mass, who Antony believes, is the ideal customer segment for this revolutionary service. He said, “By changing the lives of this category, India can truly achieve a higher mobile penetration. This is our contribution to the Indian telecom industry by way of enhancing the reach of telecom services to a larger population.”
This service is now available in four new and trendy handsets – Indicom Star (Rs 3,999), Indicom Ace (Rs 2,499), Samsung Neo (Rs 2,999), and Kyocera Prisma (Rs 3,249).
Tata Teleservices is targeting 10 million customers through this new service.