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Tata Docomo boards "Friendship Express" to establish brand identity

MUMBAI: Mobile operator Tata Docomo has launched its latest television commercial that aims to capture the joys of being together and celebrate "the unity in diversity" that exists in India. 
 
Conceptualized by Draftfcb Ulka, the TVC looks at establishing Tata Docomo as a brand that is refreshingly different and liberating in its approach.
 
Utilizing the key consumer insight "I am different because I am, not because I want to be", the communication aims direct consumers to shed their inhibitions and feel inspired to do what they want to do.
 
The ad is set in the compartment of the "Friendship Express". The passengers on the train hail from various regions of the country and belong to different walks of life. While all the passengers on the train are busy in their own world, a young man decides to break the monotony and starts singing the Docomo theme. Soon enough, everybody joins in and begins to celebrate ‘friendship‘. The communication reinforces the message of celebrating togetherness through the line, "Why walk alone, when we can dance together?"

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