Tata Docomo shows viewers 'when little means a lot' through new ads

FCB Ulka has rolled out an ad campaign for Tata Docomo, in sync with the brand’s core thought - Open Up. The campaign aims to inspire consumers to overcome inhibitions and be their real selves by expressing their feelings, and promoting the brand’s latest offering in the Internet space. FCB Ulka has coined the proposition ‘When a little means a lot’ for this campaign.

[caption id=“attachment_82506” align=“alignleft” width=“380”] A still from ‘Father and son’[/caption]

The brand is speaking to users who are not heavy users of mobile internet, but are forced to activate packs that make them end up wasting a lot of data every month. Tata Docomo has launched Internet recharge packs called Stretch Recharge for these users, that give them an amount of data that is just enough with a facility to extend the validity.

Ritesh Ghosal, head-brand marketing, Tata Docomo, said, “Stretch Recharges are an industry-first innovation offering 60-day validity at the price of 30 days, hence targeting light and medium data users with a lot more validity and just a little less data packed in. The creative approach has brilliantly interwoven this product insight into the campaign”.

The campaign comprises two films at the moment - ‘Father and son’ and ‘Churha’. More commercials will be aired in a phased manner, shortly.

‘Father and son’ begins with a man gingerly entering his son’s room. The son is on the phone, and the dad awkwardly sits down asking him what he is up to. The father then tells the son that they should talk about girls since the latter is already 16. The boy nods and says, “Sure, what do you want to know?” The father is stumped; he just laughs and shakes his head.

Watch the TVC here:

‘Churha’ opens with a man and a woman stuck in traffic in their respective cars. The man finds the woman cute and smiles at her uncertainly. The woman smiles, too, but more to herself than at him. The man is happy nevertheless, but is in for a disappointment when the woman raises her hand to adjust her hair; she is wearing a ‘churha’, the bangles women wear just after their wedding.

Watch the film here:

Vasudha Misra, senior creative director, FCB Ulka, commented, “While the first campaign was about establishing open up as a concept, this was about depicting shades and interpretations of open up.”
According to Sudipto Poddar, General Manager, FCB Ulka, “Saying a lot in just a word or a gesture is one of the dimensions of opening up without hesitations and the campaign idea carves out an effective and relatable corridor for the ‘Open Up’ brand philosophy.”

The TV campaign will be supported with communication on ground and retail touch points.