Tata Docomo: Do the new
Client: Tata Teleservices
Agency: DraftFCB Ulka Advertising
This campaign won the Grand Effie at the 2010 Indian Effies
STRATEGIC COMMUNICATIONS CHALLENGE
A Category of titans
With a base of nearly 100 million subscribers by April 2009, Airtel was the quintessential 1000-pound gorilla of Indian telecom. Vodafone Essar (known as Hutchison Essar before 2007) was another 15-year-old brand, so were BSNL/ MTNL. Reliance had come in later but with heavy marketing. By April 2009, each of these had reached 80 million+ subscribers
The incumbent players invested heavily in brand-building and marketing, with monitored media alone accounting...