04:58 am - Thursday 27 April 2017

Tata DOCOMO’s rolls out new brand campaign “Open up”

By insightVAS - Wed Sep 18, 11:31 am

Tata DOCOMO has come up with a new brand campaign that will urge its audience to “open up and let go of their inhibitions”. The core brand message is clear, overcome the hesitation and share one’s real self, it will overwhelmingly focus on driving meaningful conversations rather than just connections.

Earlier, 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.

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 a magical idea. An insight that often, what is left unsaid is more significant than what was said in conversations. Hence, a fertile territory never explored in telecom but extremely relevant in life was identified. The moment when a guy overcomes his hesitation and speaks his mind. The sheer joy or relief of the speaker and the magic that ensues is where our brand thought of “Open Up” is born.”

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. In fact, wondering about what might have been if he had not hesitated can even give sleepless nights. 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.

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