Tata DOCOMO launches new brand campaign

MUMBAI, INDIA: Tata DOCOMO today launched its new brand campaign that will urge its audience to "open up and let go of their inhibitions". The core brand message is clear - overcome your hesitation and share your real self, it will overwhelmingly focus on driving meaningful conversations rather than just connections.

The new campaign focuses on inspiring people to speak up and have more meaningful communication with simple value for money tariffs such as 20p/min and 20p/MB. The earlier campaign by Tata DOCOMO was ‘Do the New'.

The campaign idea is derived from a core human insight that people tend to hold back or hesitate in saying what they really feel and this burden of unshared emotions can create regrets that last a lifetime.

The creative approach of the TV commercials is to instigate the viewer to open up, give up inhibitions, let go of second thoughts and do as he feels. It uses children as lead protagonists as they are not bound by inhibitions and they let loose their emotions without worrying about consequences.