Tata Docomo, the unified telecom brand of Tata Teleservices, has launched a new brand 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 ones real self.
As Gurinder Singh Sandhu, Head, Marketing, at 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 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 idea focuses on encouraging meaningful conversations rather than just connections.
The creative approach of the commercial is to instigate the viewer to open up, give up inhibitions, let go of second thoughts and do as he feels. 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’. The new campaign focuses on inspiring people to speak up and have a more meaningful communication.