Tata Docomo: KISS

Tata Domoco, the Indian mobile service provider, had a successful launch year but needed to compete with the introduction of 3G services and the ability to port mobile phone numbers in the industry.

Tata Docomo: KISS

Nikita Kohli

Campaign details

Brand owner: TataAgency: Draft FCB UlkaBrand: Tata DocomoCountry: IndiaChannels used: Internet - general, Outdoor, out-of-home, Point-of-purchase, in-store media, Print - general, unspecified, TelevisionMedia budget: 10 - 20 million

Executive summary

For Tata Docomo, unprecedent success in the launch year was followed by competition fast playing catch-up, fixing a lot of issues and regaining consumer confidence. The industry was seeing a lot of action in the form of 3G services being launched and mobile-number portability (MNP); the biggies were benificiaries given their scale...

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