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Draftfcb Ulka rolls out campaign for DOCOMO's latest offering

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MUMBAI: IPG‘s Draftfcb Ulka has conceptualised and executed a new campaign for Tata‘s telecom brand Docomo. The campaign revolves around the brand‘s latest offering for its pre-paid users, an unlimited data plan.

The telecom category as viewed by the customer is infested with complicated tariffs, conditions on tariffs, riders on the conditions etc, leaving the customer perpetually wondering how much a call actually costs or what the bill would look like at the end of the month. The strategy was to play ‘unlimited‘ as the next big card for the brand to present it as Tata Docomo‘s way of life when it comes to telecom.

Tata Docomo head – brand marketing Ritesh Ghosal said, "Unlimited benefits without the imposition of conditions is fresh paradigm in the category and we believe that played the right way, unlimited products can add a tremendous boost to the growth of the brand."

The communication challenge for Draftfcb Ulka was to pitch Unlimited Plans on a consumer proposition that the consumer could easily connect with at a life level. The idea was to inform the consumers about the abundance of entitlements that unlimited plans bring to the consumer‘s life. The communication idea revolves from the insight that ‘People get irritated when a good story gets interrupted‘. The promise of the brand that emerged was to help complete every incomplete story in life with Unlimited Plans.

Draftfcb Ulka senior creative director Vasudha Misra said, "The idea was to imagine all conversation as stories. And just as any break in a story - like during a TV show or a film - irritates the hell out of us, so does a break in conversation in real life taking place over the phone or the net. Thus, unlimited plans equal break-free conversation."

Draftfcb Ulka SVP Sridhar Iyer said, "In this campaign we‘ve played the word unlimited in a refreshingly different way steering the viewer away from suspicion and cynicism which is normally associated with this word and yet hammered home the product message strongly."

A series of five TVCs has been created to bring alive the proposition of Unlimited Plans. A 360 campaign has also been rolled out to create a surround for the consumer and map the product in the consumer‘s psyche through powerful contextual messaging. The TVCs are produced by Footcandles production house.

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