Tata Docomo Pay Per Site

Agency: Draft FCB Ulka
Production House: Footcandle Films

Tata Docomo raised some serious price wars when they entered the market. They made their way into an already crowded category of mobile services and changed the way the game was being played. Since then they have been innovating and every few months they come up with and market services that are like no other in the market. They are different and indeed welcomed with open arms as they help save money and energy.

The new Pay Per use commercials that have been conceptualised by Draft FCB Ulka and executed by Footcandles Films is a lot of fun to watch. Based on one simple idea ‘If you simply love one thing, juts pay for that one thing, why pay for anything else’. The service allows a subscriber to pay for and use just one website that they use, ensuring that they do not waste time and money.

The ad features a young man who is obsessed with his muscles. While he is at work, or he is on a date with a girl or he is at the supermarket he finds a way to flex his muscles. The ad has managed to connect with a very young audience that today seems to be very persuasive about getting what they love. They will leave no stone unturned if they are very passionate about a particular thing.

A well made ad with the signature Docomo tune manages to create a good impression for the service that they are marketing. People who use just one or two websites can indeed benefit from this service and the ad effectively sends the message across. Tata Docomo ads have been very interesting to watch and there is not doubt that they will continue to creating good communication going forward as well, because they seem to have their finger on the pulse of the consumer.

Vishal Singh

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