Tata Docomo: No getting away

This case study covers Tata Docomo's efforts to improve perceptions of the quality of its mobile network coverage in India.

Tata Docomo: No getting away

Campaign details

Brand owner: Tata DocomoAgency: Draftfcb UlkaCountry: IndiaIndustry: Telecoms

Campaign background

Tata Docomo had a spectacular launch in India in 2009, leading to unexpectedly high growth in subscriber additions. As a result, initial hiccups were faced with regard to the network experience. And while this experience was steadily improved over the next few years, negative perceptions remained with consumers.

And this poor perception was becoming a hurdle when it came to encouraging the customers of established operators to switch to Tata Docomo, thereby hampering its growth.

Strong...

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