They are everywhere

Posted in Uncategorized by Abhinaya Chandrasekhar on August 1, 2009

I see them everywhere. This takes me back to the Hutch turned Vodafone time. Overnight transformation. TATA Docomo is surely doing all that they can to break the clutter in the GSM market.

Apparently, this Joint Venture between TATA and Japanese telecom major DOCOMO plan a phased roll out that will be complete by October 2009. Their unique pricing strategy of 1 minute pulse has already won them a larger pool of subscribers.

Their aggressive advertising strategy seems to have worked so far in their favour. Do the New is literally everywhere. On billboards, road medians, papers, buses and even on road-side stalls. They have even managed an online presence. – growing twitter followers. One thing I ‘d really like to know – Is this an initial hype? One fine day when the money for ad spend stops, where will Docomo be?docomo

Weird stuff:

None of their ads actually talk about the product. What is TATA Docomo?? In India, a huge chunk of the population cannot read / write. How are they going to reach out to this layer, especially since the 1 minute pulse strategy will make more sense to them.

Extremely curious about this, I questioned 7 people in grocery stores and I received the following responses:

  • “Do the New” – Its like “Do the Dew”. It’s a soft drink.
  • TATA’s new car.
  • No idea.

Interestingly, nobody could relate TATA Docomo to a cell phone. Is this a case of heavy brand awareness with no link to the product? Or is TATA willing to ignore this entire layer and concentrate only on the google followers.

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4 Responses

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  1. Karthick said, on August 3, 2009 at 6:43 am

    This was an interesting read. I didn’t get what they wanted to do in the start, all over Chennai they had pasted ads without the slogan or without the GSM cellular service. So I thought it was a new car as well (TATA getting into clothing just doesn’t sound right).

    Let’s see with TRAI regulations, getting into the GSM game could be favorable after all. I like the branding though and the choice of colors.

  2. Rathi said, on August 3, 2009 at 8:22 am

    Yeah! What you say is so true! There is a lot of brand awareness minus brand clarity 😉

    Another interesting aspect of the brand is , it has two sets of brand colours, one is the orange-red-brown and the other is green (shades of green actually). From an advertising professional’s point of view, I found that intriguing.

  3. Alagu said, on August 7, 2009 at 6:38 am

    was wondering why no one was pointing the obvious out…and hey u did.. =D

    does tata plan to roll out another series of ads making things clearer?

  4. Mandira said, on August 20, 2009 at 11:25 am

    well all here above are of the opinion that the ads are not clear i somehow have a conflicting point of view. though their lamp post hoardings just say tata docomo…but if you see the big flyover banners or street horadings they clearly just say…stuff like…
    “Now ask her out in 7 seconds”
    and then a …. per second billing with tata docomo.
    my question is that are we foolish enough not to understand the meaning of “per second billing??”

    Agreed that its not clear whether it is a gsm or cdma frm their banner ads. But if we see logically we can derive that it shud be a gsm as tata already has tata indicom in the cdma category. Coming up with tata docomo in cdma again wud indirectly affect their brand house only!!! tata is not so stupid to come up with its own substitute / competition, is it?
    so my common sense says it shud be a gsm….
    i mean i think sometimes its nice to leave sm thinking fr the consumers to do, evaluate and understand, it gives them a little reason to have a discussion just like us!
    but yes i think they might need to come up with a new set of ads looking at the response for the ads.
    By the way ne idea who is their creative agency?

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