TTL integrates all brands under Docomo

BANGALORE: Telecom major Tata Teleservices Ltd (TTL) today unveiled a technology agnostic structure to leverage emerging market opportunities. To this end, the company has brought its CDMA, GSM, 3G and Photon platforms under one brand ? Docomo.

Starting today all its non-Docomo subscribers (excluding T24 subscribers) will be migrated to Docomo.

"This marks TTL?s evolution from being just an access provider to a multi-platform telecom applications and solutions organisation with one single brand ? Tata Docomo-for customer connect, ease and delight," said TTL executive president of Mobility Business Deepak Gulati. ?Our new strategy will unify our brands and unlock the synergies across CDMA, GSM and 3G platforms and will enable us to give our Tata customers a new world of telecom and lifestyle impacting experiences."
"Our research shows that customers are not interested in the technology that is used to bring a service to them, just the end result," revealed TTL Regional Head (South) Yatish Mehrotra.

Also starting today, to create awareness about its brand integration, a new multi-media campaign will be rolled out by TTL. ?We will be using a 360 degree approach ? across mediums ? this includes television, print, outdoor, in-store, etc. A mutli-media campaign strategy is being worked on,? said Mehrotra.

Three TVCs have been shot, out of which two will start airing on the national general entertainment channels today. Regional channels and/or sports and news channels may also be used once the communications in regional languages are ready.

Rediffusion handles the creative work and Lodestar the media buying duties for TTL.

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