Tata DoCoMo, the unified telecom brand of Tata Teleservices, today launched its new brand campaign urging viewers to ''open up and let go of their inhibitions''.
The core brand message is: 'overcome your hesitation and share your real self'
The campaign will overwhelmingly focus on driving meaningful conversations rather than just connections, Tata Teleservices said in statement.
While the in the past too, with brand mantra of 'Do the New', Tata DoCoMo has through its refreshingly different communication approach manifested the truth of doing more in life, than telecom, the latest campaign also focuses on inspiring people to speak up and have more meaningful communication.
Currently being India's No 4 telecom player by revenue, the campaign places Tata DoCoMo in a favorable position to consolidate its position as the only real alternative for consumers and present itself as a strong contender for the consumer's next telecom recharge based on its simple, honest and transparent tariffs and its innate brand appeal.
"The campaign idea is derived from a core human insight that people tend to hold back or hesitate in saying what they really feel and this burden of unshared emotions can create regrets that last a lifetime," the statement said.
"The idea focuses on encouraging meaningful conversations rather than just connections. It smartly connects an interesting and universal life insight that will inspire people to speak up more often with simple value for money tariffs such as 20p/min and 20p/MB that facilitate stress-free conversations," it added.
Scheduled to be launched on 18th September 2013, the TVC uses children as lead protagonists as they are not bound by inhibitions and they let loose their emotions without worrying about consequences.
The film captures an endearing and somewhat quirky montage of kids dancing in their bloomers to a popular Bollywood song (Dhinka Chika) completely carefree and with gay abandon. The film ends with a group of executives who are watching the video on their office computer and how one of them gets inspired to let go of his inhibitions and dance away to glory in office to the surprise of everyone around.