Tata DOCOMO's new campaign with Ranbir Kapoor is refreshingly different

Cutting through the clutter that the Indian telecom landscape finds itself in”with customers forced to jostle with confusing and complicated products, services and tariff plans”Tata DOCOMO is doing a standout act yet again, with the launch of its new brand campaign that urges customers to pay by the second, always.

Scheduled to go on air with the Indian Premier League Season 5, the new brand campaign is simple, drawing attention to the ridiculousness of service paradigms in telecom. The campaign refreshes the core service differentiators of Tata DOCOMO”no fine-print, no hidden conditions and no unwarranted balance deductions. Tagged as innovators and the first to introduce the concept of Pay Per Use, the brand, with this unique campaign, reinstates the message that paying by the second always benefits the customer. Tata DOCOMO charges the customer on a per-second pulse”not by the minute”leading to saving of up to 23% on mobile bills!

"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," Mr 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!"

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 2011' 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.