Bangalore, India, November 28, 2014: Tata Docomo, the unified brand of Tata Teleservices, has launched a set of two new unusual TVCs, as part of its campaign to highlight the special voice and data offers available to prepaid customers. Latest in the ‘Bhalai Ki Supply’ campaign, the TVCs use clever juxtapositioning of words and humour to drive home the point that the seemingly inconsequential act of sharing jokes and videos on social media can turn into an act of greater good.
One of the ad films showcases a young man laughing at a forwarded joke received on his handset. He then casually puts the phone away and gets back to reading. A solemn voice-over immediately reprimands him for not sparing a thought for his roommate, who is dancing away to the torturous whims and fancies of his bosses. The off-camera commentary then goes on to urge the young man to forward the joke to his friend to lift his spirits and thus continue the ‘Bhalai Ki Supply’. This is followed by a plug on the special package of 1GB of 3G data available at just Rs. 185; customers are encouraged to spread goodwill, without any hesitation, through more data-usage.
The second TVC opens inside a fiery pressure cooker factory assembly line, where an over-qualified MBA graduate is being forced to endure the stifling angst of running his family’s monotonous business. Yet, a wave of relief hits him whenever he receives a simple forwarded joke. A voice from above then calls out to the viewer to imagine the reprieve a gossip-filled call could deliver, like frosty snowball on a furiously hot summer day. Then the advertisement goes on urge customers to do their bit, set off ‘Bhalai Ki Supply’, by availing the 1GB of 3G data, plus Rs. 150 talk time package at just Rs. 251.
“These Tata Docomo ads tie in well, through a comical twist, with the fact that most millennials today are keen to make a positive difference in the world around them. The tag-line of ‘Chaloo rakho bhalai ki supply’ connects with the fact that our data plans offer abundant data for customers to use, spread happiness and better the life experience with mobiles. The ads also showcase the sheer width of our product offering, including voice and data, which enable customers to communicate to their heart’s content.” said Gurinder Singh Sandhu, Head – Marketing, Tata Docomo.
Conceptualised by Contract India, the TVCs capture everyday situations to offer a witty reminder for the value-for-money data and voice plans by Tata Docomo. The idea is to encourage customers to make the lives of people around them much happier, under the thematic campaign of ‘More Data, More Bhalai’.
The millennials are bent on sharing, endorsing and seeking validations for their actions; hence they take communicating through calls, SMS and social networking sites very seriously. Also with millennial customers growing in their adoption of mobile handsets; voice and data services are no longer a luxury but a necessity. Tata Docomo’s continued effort is to present plans that are affordable and offer most value to customers.