Tata Docomo: Old idea, fresh play

15 Dec,2011

By Anil Thakraney


Tata Docomo has done one rather smart thingie. Instead of using Bollywood stars to connect with the whole of India (their appeal down south is always suspect), they have created two commercials specifically tailored for the Andhra Pradesh and Tamil Nadu consumers. Using the local movie stars: Ram Charan Tej and Vijay. This should help immensely in building a bond with the locals.



[youtube width=”400″ height=”250″]http://www.youtube.com/watch?v=RNiUp0b0c4U[/youtube]

The commercials are however not based on a new concept. It’s the same old ‘always stay connected’ idea. In the TVC, the film star, who’s the protagonist, laughs when his neighbour, a young lad, hits a girl with a water balloon. The girl in turn calls and energizes her tens of pals to seek ‘revenge’. This follows hordes of people chasing our hero till he gets hit by many balloons. Not only is the idea not fresh, it seems to have been inspired by Airtel’s ‘Har ek friend zaroori hota hai’. In short, too much deja vu out here.


Having said that, must confess the execution is peppy and alive, and full of masti. It is also the sort of script that, I imagine, will appeal to the southern audiences, so good show on that front. Neat job done by the ad filmmaker.


Rating: (On a scale of 1 to 5): 2.5. The marks go for good treatment

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