Tata Docomo kicks off 'Open Up' campaign, OOH innovation in Pune

People wear masks, carry baggage in relationships, hold back or hesitate in saying what they really feel and this burden of unshared emotions can create regrets that last a lifetime - often wondering about what might have been if only they had not hesitated. Hence, a fertile territory never explored in telecom but extremely relevant in life was identified - The moment a guy overcomes his hesitation and speaks his mind. The sheer joy or relief and the magic that ensues when one overcomes hesitations, is the new thought for our brand. This territory of “open up and express” is competitively fresh – no telecom brand has ever owned this territory; it can support any telecom product – since fundamentally, we are exhorting the speaker to say more.

The campaign idea is derived from a core human insight that people tend to hold back or hesitate in saying what they really feel and this burden of unshared emotions can create regrets that last a lifetime. In fact, wondering about what might have been if he had not hesitated can even give sleepless nights. It smartly connects an interesting and universal life insight that will inspire people to speak up more often with simple value for money tariffs. While the in the past too, with brand mantra of ‘Do the New’, Tata Docomo has through its refreshingly different communication approach manifested the truth of doing more in life, than telecom, the latest campaign also focuses on inspiring people to speak up and have more meaningful communication.

Praveg Gupta, Mobility Business Unit Head – Rest of Maharashtra, Tata Docomo said, “The campaign works on a simple insight that often, what is left unsaid is more significant than what was said in conversations. The moment a person overcomes his hesitation and speaks his mind. The sheer joy or relief of the speaker and the magic that ensues is where our brand thought of Open Up is born. Pune being a young city our effort is to connect with the youth of the city and get them to talk, share & discover. We are confident that this campaign will create a new benchmark in the innovative outdoor marketing space.”

Launching yet another tariff for local & STD users giving a common platform to talk at half rate @ Rs.22 with a validity of 30days for users in Maharashtra. Tata Docomo known for its innovative ideas in launching their products, this time has come up with a new approach of open up – laugh, talk & share. The innovation was around a mask cut out very neatly executed in expressing ones feeling when asked to Open Up and express it loud. Here, in this new product, new customers can buy a Tata Docomo prepay connection with half rate calling on local & STD @ Rs 22 with a validity for 30days.

An outdoor innovation has been created on the similar lines where a person is shown of having two different expressions on his face --- happy and a casual one. This innovation is done by using motor mechanism which helps in to and fro movement of one mask over another one giving an impression of a sad person when asked to open up – it symbolizes laugh, share, talk and express yourself. The execution quality and techniques used in here are on a hoarding that makes it a class apart from the other outdoor innovations done in Pune market.

Outdoor Placement: University Road, Pune---it is one of the most prime locations in the city