Tata Docomo's 3G stories

The three-month campaign promotes its new prepaid tariff plan promising unlimited 3G usage to the youth. The campaign has been rolled out across 42 locations in Maharashtra and Goa.

In a bid to popularise its 3G service, Tata Docomo has launched an innovative out of home (OOH) campaign that promotes its new tariff plan in Maharashtra and Goa. The campaign, which began in October and will continue till December, is displayed at 42 locations across 12 cities, with innovative creatives implemented in Pune and Nagpur.

Executed by Milestone Brandcom, the hoardings display a doodle of a person holding a clapperboard in action, with the text underneath reading 'With unlimited 3G data, complete every story'. Both the figure and the clapperboard are fabricated with LED lights, making the hoarding stand out.

The creative duties of Tata Docomo are handled by FCB Ulka.

Considering that the campaign targets the youth in the age group of 15-35 years, the hoarding sites chosen for the campaign are youth hangout places and major traffic corridors that offer high visibility. Besides hoardings, the campaign uses other media such as bus shelters, gantries and ad poles. In addition to the two cities, the campaign covers smaller places in Maharashtra such as Gondia, Wardha, Hingangat, Bhandara, Nasik, Kolhapur, Aurangabad, Solapur, Goa and Vasai.

The new tariff plan aims to attract not only new customers but also inform existing 3G users about Tata Docomo's prepaid RCV (recharge coupon voucher) Rs 250 plan, with which customers can get unlimited 3G data benefits.

Anupam Verma, COO, Tata Docomo, Maharashtra and Goa, says, "We believe that innovation is a key differentiator and establishes the product proposition in the market. When this new out-of-box idea came up, it was time to 'Do the new'. This was a smart way to attract the attention of the consumers. The innovation carried out was unconventional as well as eye-catching."