'Business Made Easy' fulfills the need to simplify growth: Prateek Pashine

Tata Teleservices today is weaving a fabric of connectivity and mobility networks that is touching lives of end users and by creating a business value for its customers. With a largest fibre optic network in India, Tata DoCoMo provides seamless voice, data and managed services to every aspect of business—from customer connect to business expansion. As a technology visionary, Tata DoCoMo is helping to drive the business agenda for its customers.

Taking this differentiation over a omni-channel branding campaign “Business Made Easy”, Tata DoCoMo will come across as a heavy spender attracting newer opportunities in the market. Contrary to common advertising campaigns, which are often CenterStage around B to C brands; Tata DoCoMo is taking impactful campaign this festive season.

The campaign envisages the growing role of Business Connectivity, Collaboration, Marketing-Mobility-IoT solutions that are quintessential to changing business models. With SMBs, start-ups and organisations of different size and sectors, company sees them as drivers of change and potential target audience of this campaign.

Conceptualised by Contract Advertising, this campaign is augmented with company’s on ground initiatives to connect over 3000 customers across 9 cities through its flagship annual event- Do Big Symposium. Entering in its fourth year, Do Big symposium since last two years has seen an organic growth in its subscription over social medias like YouTube, LinkedIn FB and twitter.

Commenting on the campaign, Vineet Mahajan, Head of Art – Contract Advertising, says “TTSL wanted to communicate about its wide range of business services in the most engaging manner. It is always a challenging task to condense a b2b proposition into a brutally simple message. We believe we have done that with this ‘at-our-fingertips’ idea. And once we cracked the idea, we went to town with the executions.”

As company gets bolder and introduces newer connectivity offerings to its target audience that operates in complex business environment amidst platform economy, user-generated data market and futuristic technological paradigms like AI, VR etc. Tata DoCoMo, with its campaign creates an urgency for the existing and new breeds of customer centric organisations to embrace the technological change.

In conversation with Adgully, Prateek Pashine, President – Enterprise Business, Tata Teleservices Limited, speaks at length about the insight behind the campaign, media mix, digital strategy and more.

What is the "Business Made Easy" campaign all about?

The purpose of the ‘Business made easy’ campaign is to communicate to business owners on how Tata Docomo Business Services (TDBS) is not just a telecom service provider, but a partner that understands your business and offers solutions for your business challenges. Be it tracking your fleet, expanding your business, securing your data or connecting with your customers, TDBS helps you address these requirements by offering end-to-end solutions.

This campaign helps in showcasing the wide range of offerings needed for a business and how we as the right partner, are just a call or a click away.

What is the Insight and thought process behind the campaign?

Extensive interactions with customers across industries and across different stages of their lifecycle have thrown some interesting insights. What we have learnt is that depending on the size and stage of evolution of a business, the needs or expectations from service partners like us can be vastly different.

While smaller businesses need a genie or prefer a single go-to-entity for addressing their business challenges, the medium sized business are looking for partners that can act as catalysts for their growth, and the larger businesses are looking for partners that are invested and accountable. Underlying all of this is the need to simplify. And, hence business made easy by Tata Docomo Business Services.

How would you want your customers current and prospective to perceive the brand

The purpose of this communication is to assure customers that with the right partner like TDBS, they can focus on their core business, while we take care of their business challenges by offering best fit solutions supported by best in class technology platforms. We want to be their growth partners for both existing and new customers.

What is the Media Mix

Print, Outdoor and Online.

What is the duration of the campaign

The campaign was launched in the print medium on the 24th of October followed by an online launch on the 26th of October.  Outdoor is live across the 7 major cities at 80+ sites. It is a campaign spanning across 2 months.

What was the brief shared with the agency?

The biggest imperative for the brand, business wise is to open existing and new audiences via letting them know about the vast range of products and services we offer. The aim is to let them know how these can help them manage the business in the most effective way and help them achieve their respective ambitions. The campaign is designed to educate and bring to attention the various business solutions available from Tata Docomo that will make businesses easy.

Is there any Digital strategy, if yes please share details.

On digital media, the campaign is amplified across both owned and paid media, in sync with the print and outdoor media plan. Owned media included our website (tatadocomo.com/business), social media posts and branding across our Twitter, LinkedIn and YouTube pages, along with paid promotions on search, display and email; to reach a our audience.

With the objective of the campaign being two-fold –generate visibility among our target audiences (measure impressions) and generate leads (clicks and enquiry forms). 

Which cities/regions have you targeted for the campaign?

• Print –
  • Mumbai, Nagpur, Bangalore, Kolkata, Delhi, Ahmedabad, Chennai, Hyderabad, Kochi, Chandigarh, Cuttack, Lucknow, Jaipur, Patna and Ranchi.
• Outdoor –
• Seven major cities: Delhi, Mumbai, Kolkata, Bangalore, Pune, Ahmedabad and Hyderabad
• Online -
• Display – Matching outdoor plan
• E-mail – Matching print plan
• Search – National