The Hindu Business Line : Tata Indicom ad blitz for youth

FOR a telecommunication service provider, what can be tougher than implementing expansion of network and simultaneously building an array of products and services spread across the spectrum of telecom value chain?

Simple. It is the challenge of communicating the same to customers — existing and prospective.

Confronted by this predicament, Tata Indicom, a late entrant into the mobile services sector,has taken the brand ambassador and massive advertisement campaign route to meet the challenge squarely. The aggressive approach of Tata Teleservices is just an illustrative case.

Tata Indicom's latest minute-long television commercial with its brand ambassadors — cricket stars Sourav Ganguly and Irfan Pathan — surprised, if not impressed, observers and industry alike.

The `do more live more' campaign was a resounding answer to the challenge of having to position the brand as an umbrella, one that provides integrated telecom solutions with a diverse product portfolio targeted at different customer segments.

The multimedia campaign cleverly uses `Breathless'-fame Shankar Mahadevan's non-stopping singing skills to underline the long list of its products and services."Over the last couple of years, the telecom industry has grown considerably, with deeper penetration and wider usage of voice and data services, accompanied by much higher competitive market. In this context, differentiating brand positioning is critical to marketing success," said a senior Tata Teleservices official.

"In just a year's time, we have grown rapidly — from being a small operator to a pan-India footprint with coverage in 1,000 towns across 20 circles and services ranging from broadband to wireline, from enterprise solutions to mobile services. The challenge was to communicate the massive growth and bouquet of services to the people," he added.

The company's `do more live more' campaign captures that message and more. Sensing that fast-growing telecom market is driven by ambitious youth, the company intertwined an undercurrent message that Tata Indicom, with its range of products and services, is an enabler of dreams and aspirations.

This contemporary approach, atypical of Tata Group's understatement approach, once epitomised by Tata Steel's self-effacing `we also make steel' ad, has been timed well.

Possibly interpreting market trends as a thumbs-up sign to its bold initiatives, Tata Indicom is going further down its new path. After signing sport stars Sourav, Irfan and Sania Mirza, it has expanded its list of brand ambassadors by roping in Trisha, the latest sensation in the south Indian film industry. The company plans to use the heroine's popularity to endear itself to the youth in the southern market. Tata Indicom's subscriber base, though far behind the other CDMA operator Reliance Infocomm, has been steadily growing.

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