Tata Docomo: Fair always
Campaign details
Brand owner: Tata DocomoAgency: Draftfcb UlkaCountry: IndiaIndustry: Telecoms
Campaign background
Tata Docomo, a late entrant into the cluttered Indian telecoms category, was a David among several Goliaths, and trying to battle hard to get ahead of giants like Airtel, Vodafone and Idea.
As the tenth operator to launch in the market upon making its entry in 2009, Tata Docomo built a new paradigm with its "pay only for what you use" philosophy. This became a unique differentiator for the brand, and induced phenomenally high brand switching from...