Tata DOCOMO has always come up with some great marketing campaigns since it launched its GSM service couple of years back. Now, they have launched a series of 8 new television advertisements that showcase their superior network coverage – one of the biggest areas of complaints by Mobile users.
These series of 8 Television Ad’s will magnify the theme ‘no getting away from the network that connects always. Everywhere’ – leveraging their signature tune as the signifier of the phone ringing.
In the press release sent to us, Tata DOCOMO claims that their network delivers on all quality parameters set by TRAI.
Since launch, the Tata DOCOMO network has improved significantly and is now comparable with the top players in the category. Over the last 2 years, they have been able to complete the ramp-up of their network to support 2G as well as 3G services.
Most of the communication around network by various operators in the category previously has ended up narrating a storyline on the strength of network, primarily around the expanse of coverage. However, over the last few years and more so, since launch of 3G, the erratic network connectivity even in ‘covered areas’ has become a key irritant for the consumer.
In fact, ‘continuity of network’ is emerging as a stronger driver of network satisfaction than geographical expanse of coverage. The new communication from Tata DOCOMO hence maintains a humorous tonality while delivering network assurance across all the TV Commercials.
They have tried to talk up their network delivery with this new ‘continuity’ dimension in a manner that consumers decipher the benefit of a network in their own manner. Here are some of the TVCs that were released recently – and I must say that some of them are really quite humorous!
New Tata DOCOMO TV commercials
At the Airport
Maid in the House
What’s in the Cupboard
So what do you think about these ads?
[Disclaimer: Tata Docomo is a regular advertiser with trak.in]