Tata Docomo- 'Hate Incomplete Stories'
Tata Docomo and Draftfcb Ulka ensure that incomplete stories are a thing of the past
Draftfcb Ulka has launched the latest TVCs for Tata Docomo around the unlimited plans product. Unlimited plans till now a feature only for postpay customers has now been extended to prepay customers as well. The move comes from a strategic intent of making the brand relevant for the high value prepay customers. Though unlimited plans have existed in the market predominantly on data, but there is always a speck of doubt that comes with the word unlimited. Because unlimited always used to come with hidden conditions. Tata Docomo in continuance with its refreshingly different approach has liberated the consumer from the conditions that used to limit an unlimited plan. Therefore creating a whole new paradigm of unlimited plans that are truly unlimited.
The strategy was to play ‘unlimited’ as the next big card for the brand to present it as Tata Docomo’s way of life when it comes to telecom. The telecom category as viewed by the customer is infested with complicated tariffs, conditions on tariffs, riders on the conditions etc, leaving the customer perpetually wondering how much a call actually costs or what the bill would look like at the end of the month. The unlimited plans from Tata Docomo is a step towards liberating the customer from these worries of billing and tariff details. Thereby enabling the customer to enjoy unlimited benefits for a month by choosing the unlimited plan.
Ritesh Ghosal, Head – Brand Marketing, Tata Docomo says, “Unlimited benefits without the imposition of conditions is fresh paradigm in the category and we believe that played the right way, unlimited products can add a tremendous boost to the growth of the brand.”
The communication challenge for Draftfcb Ulka was to pitch Unlimited Plans on a consumer proposition that the consumer could easily connect with at a life level. In terms of the product promise it is about the abundance of entitlements that unlimited plans bring to the consumer’s life. But the communication idea emanated from the insight that ‘People get irritated when a good story gets interrupted’. Whether they are conversations or anything else, people generally hate it when things are left incomplete. And therefore the promise of the brand that emerged was to help complete every incomplete story in life with Unlimited Plans.
Vasudha Misra, Sr. Creative Director, Draftfcb Ulka, says “The idea was to imagine all conversation as stories. And just as any break in a story - like during a TV show or a film - irritates the hell out of us, so does a break in conversation in real life taking place over the phone or the net. Thus, unlimited plans equal break-free conversation.”
Sridhar Iyer, Sr. Vice President, Draftfcb Ulka, says, “In this campaign we’ve played the word unlimited in a refreshingly different way steering the viewer away from suspicion and cynicism which is normally associated with this word and yet hammered home the product message strongly.”
A series of 5 TVCs has been created that brings to life the proposition of Unlimited Plans. A full blown 360 campaign has also been rolled out that aims to create a surround for the consumer and make the product stick to the consumer’s mindspace through powerful contextual messaging.
Unplugged Moment: The actor playing the protagonist in the knife film who thought he looked cute and lovable got a shock of his life after he saw his sinister avatar on the monitor at the set.
Creative agency: Draftfcb+Ulka
National Creative Director: K.S. Chakravarthy (Chax)
Creative Team: Vasudha Misra, Deepika Chauhan, Murtaza Said
Account Management Team: Sridhar Iyer, Sudipto Poddar, Rohit Ahuja, Bhaswati Bhattacharya
Account Planning: Siddharth Grover
Agency Producers: Alpa Jobalia, Mazhar Khan
Film Production House: Footcandles