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Tata Indicom listens to new India’s ‘Dil Ki Awaaz’

11-August-2008
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Tata Indicom listens to new India’s ‘Dil Ki Awaaz’

A new, resurgent India has received considerable focus in various ad platforms. The latest TVC for Tata Indicom, too, talks about dreaming big and achieving those dreams. Conceptualised by Contract Advertising, the TVC broke on all major channels on August 10. The people behind the ad include Manish Bhatt, Raghu Bhat and Anshumani Khanna of Contract Advertising, while Prakash Verma of Nirvana Films has produced the TVC.

The positioning of the product is divided into three basic segments – pre-paid, post-paid and WAP. However, the latest TVC is particularly targeted at pre-paid customers.

On the strategy and the target audience, Abdul Khan, Head of Marketing, Tata Indicom, explained, “We have positioned our product for the new India, encouraging them to grab the new opportunities, empower their dreams and to make it big. Our TG is everybody – be it the young, the working people or even the 50-plus population. But staying with the positioning, the idea is to follow one’s heart.”

Elaborating on the making of the commercial, Contract’s Manish Bhatt explained, “Anshumani Khanna, Creative Group Head at Contract, was the one who cracked the basic structure of the commercial. The idea was to target the mass audience from metros to mini metros, whosoever wants to make it big and fulfill their dreams. Breaking the clutter, we have captured a unique tone of emotion in the voice, which is more of a pre-acquisition restlessness tone.”

He further said that the commercial had been revised from the basic structure that was presented and was an example of experimental style of writing lyrics/ narration in three different languages – Hindi, Urdu and English – expressing the contemporary and realistic poetic thoughts.

The film showcases the story of a young girl from a small town. Her dream is to become an athlete, for which she practices daily without fail. She pushes ahead with her dream, sure that one day it would become a reality, because that’s what the voice in her heart tells her. Practice and persistence pays off when one day she gets a call from her coach, who stays in a big city, telling her that she has been selected for the big event and should pack her bags.

The film has been shot at a place called Tenkasi, 100 km away from Kanyakumari and Madurai in Tamil Nadu.

Apart from television, the campaign would also be showcased heavily on outdoors, digitally and will also have BTL activities via product communication. There are also plans of showcasing some testimonial films roping in celebrities, business corporates, sportsmen like MS Dhoni and many more who come from mini-metros and have made it big, thus keeping with the product proposition.

On the digital platform, Abdul Khan explained, “We plan to have a website devoted to the whole thought of ‘Suno Dil Ki Awaaz’. The portal will be based on interactivity between the customers who can create blogs of their own, expressing their dreams and other opportunities to make it big in life.”

On the product’s association with Kajol as their brand amabassdor, Khan informed that the actress remained the brand ambassador for the product, but for the new film, the product would put its point of view in a direct manner as it was positioned for ‘Suno Dil ki Awaaz’.

The TVC would be on air for the next two months.

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