Tata DOCOMO?s campaign featuring film actor Ranbir Kapoor will to go on air with the Indian Premier League (IPL) season 5. The company said the new brand campaign is simple, drawing attention to the ridiculousness of service paradigms in telecom. Ranbir Kapoor is endearing in his all-new, unimaginable avatar in IPL Season 5 Refresh the core service differentiators of Tata.
?With this campaign, we are reinforcing the core proposition of the brand, and reiterating the service differentiators that brand Tata DOCOMO offers to its customers,? Gurinder Singh Sandhu, Head, Marketing, Tata Teleservices, said.
?The idea here is to communicate effectively the unfairness and rigidity that exists in the telecom industry, and this has been beautifully conceptualized and executed by way of drawing analogies with another service industry?an eatery, manned by a grumpy yet endearing old man; the restaurateur!?
Commenting on this new avatar, Tata DOCOMO?s brand ambassador Ranbir Kapoor said, ?This is a unique approach to advertising and I am very excited to be part of it. With this campaign, we are attempting to be really different?and I am sure people will like it. The campaign reflects values that I believe in personally?transparency, honesty and true value. This is a brand that believes in DO, and that also strikes a strong chord with me.?
In every promo, Tata DOCOMO differentiators have been talked about, highlighting the specific consumer pain points that have been contextualized with similar parallels in the restaurant. Be it the ?No Unfair Balance Deductions? or ?Enjoy the Best Internet Experience. Always?, Ranbir the restaurateur uses innuendos and raillery in an uncharacteristic gruff voice to flummox the customer, while driving home Tata DOCOMO?s central message in a lucid yet rib-tickling manner.
In continuation to its first series of ?Keep it Simple, Silly? campaign, this IPL Season 5 will see Tata DOCOMO launching a ?simple? yet ?refreshingly different? approach. ?While the first set of exciting promos tickles the audience and drives home our key message, we will be expanding the ambit and messaging, with various other marketing initiatives also pushing the message. The TV campaign will be supported with a brand surround campaign print, outdoors, on-ground and retail,? Sandhu added.
Tata DOCOMO is involved with IPL as an associate sponsor with its leading wireless broadband service brand, Tata DOCOMO Photon Max, which was recently conferred the ?Product of the Year 2012? award for ?Best Innovation? by AC Neilsen. Tata DOCOMO has been able to foster a strong brand-customer relationship by offering uncomplicated telecom solutions with no hidden conditions or unwanted service activations.