Tata DoCoMo, the unified telecom brand of Tata Teleservices, has launched a new campaign that will urge its audience to ‘open up and let go of their inhibitions’. The core brand message is to overcome hesitation and share one’s real self. Gurinder Singh Sandhu, Head, Marketing, Tata DoCoMo, said, “We interrogated the landscape of conversations — why people talk, why people listen, what are the pay-offs and to whom.

And the answers led us to an insight, that often what is left unsaid is more significant than what was said in conversations.” The idea focuses on encouraging meaningful conversations rather than just connections. The advert uses children as the lead protagonists, as they are not bound by inhibitions and they let loose their emotions without worrying about the consequences. The earlier campaign of the company was ‘Do the New’.

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