Tata Docomo's TVC appeals for the selfie-generation to spread goodwill

Tata Docomo, the unified brand of Tata Teleservices, has recently introduced a new TVC as part of its ‘Bhalai Ki Supply’ ad campaign, targeted at the millennial population of India. The latest TV commercial continues to employ flawless amalgamation of copy and art direction along with impeccable comic timing to showcase how something as simple as sharing selfies on social media can be perceived as an act of greater good.

The latest ad film titled ‘Selfiesh’, starts with a young girl clicking a selfie, only to keep it to herself. A solemn voice-from-above promptly intervenes and reprimands her for this almost-criminal act of ‘selfie-shness’. The clip then cuts into a scene where her boyfriend is being subjected to a barrage of grievous insults by his father. The voice-over then highlights how sharing the life-changing selfie with the protagonist’s boyfriend could infuse a surge of happiness into his life. Then the advertisement goes on to urge prepaid customers to do their bit and set off ‘Bhalai Ki Supply’, by availing more data through dialing *123# for tailored-to-fit plans.

The ad campaign derives insights from a recent research which suggests that 60% of India’s Gen Y population subconsciously or compulsively checks their smartphones for emails, texts or social media updates[1]. Some of the previous TVCs in the campaign that encourage the Indian youth to use Tata Docomo’s value-for-money voice and data plans are:
·         Duckface Selfie: A young attention-seeking social-media queen pouts and preens for selfies; which everyone seems to ignore. The ad then goes on to highlight how one simple ‘Like’ can boost the self-esteem of someone who has posted a selfie on social media.

·         Falooda: This ad film showcases a young man laughing at a forwarded joke received on his handset. A voice over then urges the young man to forward the joke and lift up the spirits of his friend who is being made to dance to the tunes of his bosses’ whims and fancies.

·         Snowball: This TVC talks about the respite that a gossip-filled call or funny SMS could deliver to someone who is stuck in a mundane job, which would be similar to a frosty snowball on a furiously hot summer day.

“India’s young, informed, vocal and aspirational population are the very face of the changing consumer landscape and Tata Docomo’s latest ad was formulated keeping their psyche in mind. India ranks ahead of the rest of the world when it comes to their Gen Y’s addiction to technology and smart devices.[2] The current generation of millennials are opting for self-definition and personal communication via various social media platforms. Our TVCs are all about reaching out to this consumer-base through humorous ad films, while encouraging them to adopt Tata Docomo’s personalised data and voice plans that promise enhanced customer experience.” said Mr. Gurinder Singh Sandhu, Head - Marketing, Tata Docomo.

Conceptualised by Contract India, the TVCs capture everyday situations to offer a witty reminder for the value-for-money data plans by Tata Docomo. The idea is to encourage customers to make the lives of people around them much happier, under the thematic campaign of ‘More Data, More Bhalai’.

Ashish Chakravarty, National Creative Director, Contract Advertising, said:  “The online behavior of the youth is already quite open. So the idea of ‘Open Up’ needed a take that motivates the audience to keep doing what they are doing by reminding them how important it is to do so. Bhalai does exactly that. It changes the way you look at a simple share, like, tweet, a nonsensical Santa Banta joke or a Sanskaari meme. The campaign’s mock-altruistic tone makes people realise the almost life-saving power of jokes, memes, videos and gossip they keep sharing on the Internet.”

Millennials are bent on sharing, endorsing and seeking validation for their actions; hence they take communicating through calls, SMS and social networking sites very seriously. Also, with millennial customers’ growing adoption of mobile handsets, voice and data services are no longer a luxury but a necessity. Tata Docomo’s continued effort is to present plans that are affordable and offer most value to customers.


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