TATA DOCOMO has launched a new ad campaign which is scheduled to go on air with the Indian Premier League Season 5.
The campaign is aimed at refreshing the core service differentiators of the company, namely no fine-print, no hidden conditions and no unwarranted balance deductions. The campaign reinstates the message that paying by the second always benefits the customer.
The operator charges the customer on a per-second pulse and not by the minute. Commenting on the campaign, Gurinder Singh Sandhu, head, marketing, TATA DOCOMO says, ?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.?
?The idea here is to communicate effectively the unfairness and rigidity that exists in the telecom industry, and this has been beautifully conceptualised and executed by way of drawing analogies with another service industry?an eatery, manned by a grumpy yet endearing old man; the restaurateur!?
