Tata Docomo: Fair always

This case study discusses how Tata Docomo, the smartphone brand, aimed to differentiate itself in India's intensely-competitive mobile telecoms market.

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...

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