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TATA DOCOMO: Airport


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Network is one of the most important factors that influences brand choice in telecom, and since intuitively bigger means better in this aspect, a relative newcomer like Tata Docomo has to work extra hard, rather extra smart - to be seen as at least as good as the big established players on this critical parameter.
The objective of this campaign was to push the envelope on its network perception and therefore boost the attractiveness of the brand in the market.
The key therefore was not to play the industry game of claiming to reach every far-fetched corner on earth. Since we well knew that the consumer was far from satisfied with his network's performance on an everyday, here-and-now basis. So our take was, the ubiquitous network - it is there wherever, whenever - so much so that you can't get away from it even if you want to.
The idea was taken forward by giving a new twist to the ability of the network to connect everytime. Through charming, witty and relatable situations picked out of real life when the phone rings at an inopportune moment. Therefore stressing on the thought – No getting away from the network that always connects.

Here are a few TVCs from the 13 ad campaign.
Credits Other credits

Senior VP: Sanjay Tandon

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