Debrief: Tata Docomo: Entertaining and effective

10 Apr,2012

By Anil Thakraney

 

The Tata Docomo guys have done a bizarre thing in their new campaign. They have made hottie Ranbir Kapoor, their brand ambassador, dress up as a really old man. A crime in itself, but one that could have been overlooked if the advertiser had at least put out a little reason why the young actor was made to go geriatric.

 

In the commercial I watched (and there are many more), Kapoor plays a cheating old down-market restaurateur. He insists on serving three idlis per plate, and if the patron wants only two, well then, too bad. Kapoor will still charge for three pieces.

 

It’s Tata Docomo’s way of selling their ‘Pay for what you use’ scheme. As in, unlike the old, cheating Kapoor, they will only charge for what you use.

 

Good approach. By demonstrating the scheme laterally, they have made the Docomo offer get wings. A direct route would have been pretty cold and boring.

 

And this approach immediately becomes entertaining. Nope, you won’t tire of the commercials even on repeat exposures. Must say, so much better than those horrendous Ranbir Kapoor talk shows that Tata Docomo used to inflict on us.

 

[youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=YC-tq7XJ0Ew[/youtube]

However, I still have one problem: Why is Kapoor decked up as grandpa? Why, why, why? Why take a sexy man and then totally kill his sex appeal? Why?

 

Rating: (On a scale of 1 to 5): 3. Lateral route works.

 

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