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Saturday, April 9, 2011

Tata Docomo’s new Brand Campaign: “Keep it Simple “

Indian telecom industry with so many operators in fray, is full of clutter. Even the brand communication highlighting plans etc. doesn’t assist consumers in their decision making rather makes thing more complex for them. It is quite hard for a customer to gather all the information like plans etc before making a purchase decision. Thus consumers often make decisions based on retailers or friend’s advice.

Based on this insight, TATA Docomo is going to do something new again as it kicks of its new campaign this IPL season with tagline ” Keep It Simple” . This campaign has Ranbir Kapoor, TATA Docomo’s brand ambassador as protagonist who conveys the message that TATA Docomo simplifies the things and doesn’t complicate.

TATA DOCOMO will undertake various marketing initiatives with Ranbir Kapoor, including television commercials, print campaigns, outdoors and retail front displays.

TATA DOCOMO’s unique Keep It Simple Campaign is in a form of a stand-up comedy show with many episodes, which will be aired during the course of this IPL season. It focuses largely on how Tata DOCOMO simplifies the telecom experience, and hence the consumer’s life, by providing differentiated products and services.

Each individual advertisement starts by illustrating a complexity in the category, and presents the TATA DOCOMO product and/or service as a means of simplifying things. Scheduled to go on air on 8 April 2011, this campaign is simple, captures the various moods of Ranbir—depicting those of TATA DOCOMO.

Speaking on the occasion, Mr. S Ramakrishna, Regional Head – South East, TATA DOCOMO, said: “TATA DOCOMO is an inspirational brand and so is the charm and personality of Ranbir Kapoor, India’s young and fastest-rising Bollywood icon. He is youthful, dedicated, Refreshingly Different and a standout in a crowd—all of which qualities mesh so well with TATA DOCOMO’s own brand persona. As a youth icon, Ranbir is a trend-setter and appeals to young audience—he is professional, dynamic and youthful. This is a perfect match with TATA DOCOMO, and we welcome him to the family and look forward to a long and meaningful association.”

“I have always believed in being different and doing things in a unique and new way—which is what made me jump at the chance to associate with TATA DOCOMO, which is such a close replica of my own persona,” said Ranbir Kapoor, expressing his excitement at this new connection in his life. “What really connects me to TATA DOCOMO is the youth appeal that they have. They keep it really simple, and that’s what the whole format of this campaign is all about—Keep It Simple, Silly. We have too many things in our lives to worry about. Telecom is not something that we should have to worry about—all those bills, smart bills, products, services, tariff options… I love the simplicity of TATA DOCOMO and this new campaign—it will start with making people laugh, and make their lives oh so simple… We had a blast making this campaign and I hope people have a blast watching it too,” Ranbir added.

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