Tamil movie Lingaa starring superstar Rajinikanth may not have done well in the box office, but Tata DoCoMo’s association with the movie has helped the telecom operator connect with the youth in Tamil Nadu.

Tata DoCoMo launched a full talk-time and free talk-time coupons and a movie promotion campaign around the movie.

“Our association with the movie Lingaa helped us to be relevant with the youth as the actor has a huge fan following among them,” according to Balaji Prakash, Head, Mobility Business Unit, Tamil Nadu, Tata DoCoMo.

Last December, the company tied up with the movie Lingaa , and launched FRC (first recharge coupon) 72, which offered a new customer full talk-time on subsequent recharge for six months. It was basically to appeal to the mass market, and ride on the Lingaa wave then, he told BusinessLine .

The association with the Superstar’s movie the brand got the required visibility and full talk-time reinforced the company’s motto of ‘best value for money’, he said.

For Tata DoCoMo, the association with Lingaa was the fifth with a Tamil film in as many years, he said.

Customer feedback

To be more customer-centric, Tata DoCoMo has asked all its employees to visit retail outlets to get direct feedback from customers. The Sampark (connect in Hindi) programme was initiated in January and will be done every quarter, Balaji said.

In January, Tata DoCoMo employees in Tamil Nadu met 4,700 consumers on a single day. The main grievance was related to 3G. Going forward, all the initiatives and products will be developed around customer centricity, he said.

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