Unveils Refreshingly New Tagline -‘Keep it Simple’
Cutting through the clutter that the Indian telecom landscape finds itself in—with customers forced to jostle with confusing and complicated products, services and tariff plans—Tata DOCOMO is 'Doing the New' again, with the launch of its new brand campaign, aptly titled ‘Keep It Simple’.
The icing on the cake is the telling depiction of the simplicity in Tata DOCOMO's refreshing new campaign by none other than the Company’s new brand ambassador—Bollywood superstar Ranbir Kapoor. And what better time to launch this exciting and innovative campaign than during the Indian Premier League, which will feature all of India’s 15 cricketing heroes who recently brought home the ICC World Cup?! With impactful rendition of many an act(s) that mark our daily experiences in life and with our mobile phones, Ranbir will drive home the Keep It Simple message through the April and May months of the IPL series.
Speaking on the occasion, Mr Gurinder Singh Sandhu, Head Corporate Marketing, Tata Teleservices, said: “Tata DOCOMO is an inspirational brand and so is the charm and personality of Ranbir Kapoor, India’s young and fastest-rising Bollywood icon. He is youthful, dedicated, Refreshingly Different and a standout in a crowd—all of which qualities mesh so well with Tata DOCOMO’s own brand persona. As a youth icon, Ranbir is a trend-setter and appeals to young audience—he is professional, dynamic and youthful. This is a perfect match with Tata DOCOMO, and we welcome him to the family and look forward to a long and meaningful association.”
“I have always believed in being different and doing things in a unique and new way—which is what made me jump at the chance to associate with Tata DOCOMO, which is such a close replica of my own persona,” said Ranbir Kapoor, expressing his excitement at this new connection in his life. “What really connects me to Tata DOCOMO is the youth appeal that they have. They keep it really simple, and that’s what the whole format of this campaign is all about—Keep It Simple, Silly. We have too many things in our lives to worry about. Telecom is not something that we should have to worry about—all those bills, smart bills, products, services, tariff options… I love the simplicity of Tata DOCOMO and this new campaign—it will start with making people laugh, and make their lives oh so simple… We had a blast making this campaign and I hope people have a blast watching it too,” Ranbir added.
Tata DOCOMO will undertake various marketing initiatives with Ranbir Kapoor, including television commercials, print campaigns, outdoors and retail front displays.
Tata DOCOMO’s unique Keep It Simple Campaign is in a form of a stand-up comedy show with many episodes, which will be aired during the course of this IPL season. It focuses largely on how Tata DOCOMO simplifies the telecom experience, and hence the consumer’s life, by providing differentiated products and services.
Each individual advertisement starts by illustrating a complexity in the category, and presents the Tata DOCOMO product and/or service as a means of simplifying things. Scheduled to go on air on 8 April 2011, this campaign is simple, captures the various moods of Ranbir—depicting those of Tata DOCOMO.
About TATA DOCOMO
TATA DOCOMO is Tata Teleservices Limited’s telecom service on the GSM platform—arising out of the Tata Group’s strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. Tata Teleservices Limited has received a license to operate GSM telecom services in 19 telecom Circles and has also been allotted spectrum in 18 of these Circles. It has rolled out its GSM services in Tamil Nadu, Kerala, Orrisa, Karnataka, Andhra Pradesh, Madhya Pradesh-Chhattisgarh, Haryana-Punjab, Kolkata, Rest of West Bengal, Jharkhand, Bihar, UP East, UP West, Gujarat, Himachal Pradesh and Rajasthan, while Tata Teleservices (Maharashtra) Limited has launched GSM services under the TATA DOCOMO brand in the Mumbai and Rest of Maharashtra Circles. TATA DOCOMO has become the first Indian private operator to launch 3G services in India in all the nine telecom Circles where it won the 3G license. In association with its partner NTT DOCOMO, the brand finds itself suitably positioned to leverage this first-lover advantage. With 3G, Tata DOCOMO stands to redefine the very face of telecoms in India. Tokyo-based NTT DOCOMO is one of the world’s leading mobile operators—in the Japanese market, the company is the clear market leader, used by over 50 per cent of the subscribers.
