research agency Synovate finds that Tata Indicom has been positioned as numero uno by television viewers in major Indian metropolitan cities. The survey says: "The innovative use of a character being positioned appreciably, rather than celebrity presence, has worked well in the Tata Indicom ads."
According to the survey, Tata Indicom rates highest in all three categories of brand recall (90 points), brand awareness (94 points) and ad reach (85 points). The ad campaign is far ahead of other campaigns such as those for Airtel, Asian Paints, Pepsi and Lays, with much higher scores. Airtel and Asian Paints were ranked second and third in the survey, respectively. The survey was commissioned by 'Mint' newspaper.
Abdul Khan, head of marketing, Tata Teleservices, says, "We have always believed that the most important element in an advertising campaign is to establish a connection between the consumer and the brand. Tata Indicom's TV commercial connects with the consumers in a unique way - it brings out the relationship between an individual and his/her phone in a simple manner, which is fairly appreciated in the advertising world. We are grateful to our consumers and endorsers who have made this campaign a success. We incessantly endeavour to bring out the best for India, both in terms of our offerings and campaigns."
The TVC features a girl sitting in a locker room and chatting with her friend with a stop watch in one hand because she is worried that her talk time will run out. The Tata Indicom brand ambassador, Kajol, moves in and introduces the girl to Tata Indicom's freedom call offer, which ensures free unlimited talk time on the Tata Indicom network. The campaign was created by FCB-Ulka.