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...