Tata DOCOMO launches new brand campaign "Open Up"

 Intending to highlight its commitment to enable and celebrate conversations with simple and value-for-money products, Tata DOCOMO has launched its new brand campaign that will urge its audience to "open up and let go of their inhibitions". The core brand message is clear, overcome your hesitation and share your real self, it will overwhelmingly focus on driving meaningful conversations rather than just connections. While in the past too, with the brand mantra of "Do the New", Tata DOCOMO has through its refreshingly different communication approach manifested the truth of doing more in life, than telecom, the latest campaign also focusses on inspiring people to speak up and have more meaningful communication.

GurinderSingh Sandhu, Head, Marketing, Tata DOCOMO, said, "We interrogated the landscape of conversations -  why people talk, why people listen, what are the payoffs and to whom. And the answers led us to a magical idea. An insight that often, what is left unsaid is more significant than what was said in conversations. Hence, a fertile territory never explored in telecom but extremely relevant in life was identified. The moment when a guy overcomes his hesitation and speaks his mind, the sheer joy or relief of the speaker and the magic that ensues is where our brand thought of 'Open Up' is born.”

The campaign idea is derived from a core human insight that people tend to hold back or hesitate in saying what they really feel and this burden of unshared emotions can create regrets that last a lifetime. In fact, wondering about what might have been if he had not hesitated can even give sleepless nights. The idea focusses on encouraging meaningful conversations rather than just connections. It smartly connects an interesting and universal life insight that will inspire people to speak up more often with simple value-for-money tariffs such as 20P/min. and 20P/MB that facilitate stress-free conversations.

Launched on 18th September, 2013, the creative approach of the commercials was to instigate the viewer to open up, give up inhibitions, let go of second thoughts and do as he feels. The TVC uses children as lead protagonists as they are not bound by inhibitions and they let loose their emotions without worrying about consequences.