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Tata Teleservices launches campaign for Photon TV

05-December-2009
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Tata Teleservices launches campaign for Photon TV

Tata Teleservices has announced the launch of Photon TV, an application that allows Tata Photon Plus subscribers to watch live television channels on their laptops while on the move, and on their personal computers at home and in office. The company claims that the service is an industry-first. The postpaid consumer base for Photon Plus, to whom the service is targeted, is close to a million as of now, claim company officials.

A personal computer and laptop-based video-streaming application, Photon TV will allow Tata Photon Plus users to view live TV feed from various sports, news, entertainment and regional channels and to watch recorded TV shows from the library, movies, music and videos on demand.

To communicate the product, the brand has launched a pan-India ad campaign spread across TV, retail, digital ambient activities across the major markets in India. A lot of BTL activities like activation and live experience of the product are in the pipeline. For example, the brand plans to tie up with coffee shops to let consumers experience the product while enjoying their coffee. On the digital front, the brand plans to put up banners in popular websites as well as have a co-branded page for live TV with Yahoo.

The TVC opens with a man engaged in his daily routine, who is so in love with his TV that he takes it wherever he goes. From starting his day to going to office, driving around in the car and later grabbing a bite or catching up with some yoga – he carries the TV set everywhere – an exaggeration of sorts to depict his penchant for the TV and entertainment on the go. The ad hits the TV screens from December 5, 2009.

Lloyd Mathias, Chief Marketing Officer, Tata Teleservices, said, “With its growing popularity, Photon Plus has caught the admiration of millions of users across the country, thanks to its high-speed data access capabilities and the ease of mobility. When we launched Photon Plus, Tata Teleservices was the first telecom operator to launch high-speed mobile broadband access services in the industry. Today, with the technological innovation and breakthrough in mobile broadband services space, we have again taken the first-mover advantage by launching Photon TV, an innovative application and service that will appeal to a wide cross-section of our user base.”

Commenting on the product proposition, Mathias said that it would centre around four points – broadband in your pocket, speed, convenience and coverage.

The campaign has been cracked by Contract Advertising, Mumbai, comprising a team led by Ravi Deshpande and Raj Nair. The film has been written by Raj Nair and shot by Ayyappa of Footcandles.

Speaking about the brief to the agency, Raj Nair, Senior Vice President and Executive Creative Director, Contract Advertising, said, “Tata Photon Plus is a brand that through innovation works towards facilitating its consumers to experience new horizons in life. Tata Photon TV is one such innovation. The agency was briefed to bring alive the excitement of such a product by making the message stand out and cut through the clutter of communication that hits the customers regularly.”

When asked whether the broadband category more or less ends up talking about the same things – speed, portability and convenience – and whether there were some fresher ways of communicating, Nair maintained that considering the low level of even wired Internet penetration, wireless broadband services still needed to harp on category benefits to drive usage. But Photon TV, being a hugely differentiated product, he felt would make a lot of difference to the category.

The Photon Plus service is currently available in 70 cities and across 22 states.

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The aim is to advance the company’s goal of simplifying its business and drive deeper service connectivity to its clients