Debrief: Tata Docomo: Incomplete stories. Complete ads

18 Dec,2012

By Anil Thakraney


I like Tata Docomo’s ‘incomplete stories’ idea. It has the potential to be a long-term campaign, with possibilities of riveting creative work. There are a number of commercials on air, each one offering a particular solution. If there’s one little grouse I have, it’s that the ads aren’t consistently good, they need to correct this.


The latest one features a man applying lipstick in front of a mirror. This very unusual situation naturally captivates the attention. Is he gay? Has he lost his marbles? Is he pushing the envelope on metro-sexuality? As questions arise in the mind, we discover he’s a clown getting decked up for his next act. Good one. And the good thing is you won’t get bored even on repeat exposure. This idea also gives Tata Docomo ads a unique character in a highly cluttered mobile phone segment.


But the ad I enjoy most is the one for Tata Docomo’s Unlimited 3G Data. This one features an obviously depraved man leching at a girl inside the elevator. The girl, of course, looks pretty unnerved, and when the lift conks out, she panics. But we later discover the lech is actually a frightened chicken, as he desperately tries to bash the elevator door open. I have watched this ad plenty of times, and it never ceases to be funny. However, please allow me to be a little bitchy here, am in that sort of a mood. Methinks the lecherous dude discovers the babe is a transvestite, haha! Okay, okay, dear feminists, please take it easy, am only kidding!


Jokes apart, it’s a good campaign. Lambi race wali.


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Rating: (On a scale of 1-5): 3. Very campaignable idea. Needs consistency.


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