Tata Docomo: Do the new

This campaign, which won the Grand Effie at the 2010 Indian Effies, describes the launch of Tata Docomo into the competitive and crowded Indian telecoms market, a task complicated by the existence of an established Tata brand in the sector (Tata Indicom).

Tata Docomo: Do the new

Client: Tata Teleservices

Agency: DraftFCB Ulka Advertising

This campaign won the Grand Effie at the 2010 Indian Effies


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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands