The advantage of being late entrant in the telecom category is that you can create dissonance about existing brands. But that’s easier said than done – how you do it just as critical. The latest campaign for Tata Docomo featuring Ranbir Kapoor does it with a lot of panache.
The campaign attempts to portray Tata Docomo as a brand that ‘Keeps things Simple’ in comparison to competition who by extension, complicate lives. What works is the choice of celebrity and the Seinfeld-like stand up comedy format – a writer’s dream. There are 6 ads released; here are a few favourites of mine:
View rest of the spots here.
The likability of these spots depends a lot on the script…the build up and the punchline. The delivery seems to have been taken care of by Ranbir just being himself. I am told there are many more to come in this series as part of the IPL activity. I like. You?
Disclosure: my colleagues in Mumbai & Delhi were involved in creating this campaign.