Tata Docomo: Simple and nice

The campaign is single-minded, the creative takes the correct leap, and gets the message across through simple stories. All in all, good work 

Tata Docomo no longer wishes to 'keep things simple, silly'. And that's a relief. Hope that marks the death of those horrendous 'talk shows' conducted by actor Ranbir Kapoor. An idea that was actually cool in theory but got murdered by some really stupid scripts.
But Tata Docomo is here to stay and there's no getting away from it. They have launched a brand new ad campaign titled just that: 'No Getting Away'. Indicating a powerful mobile phone signal. And there are quite a few commercials on air.

In one commercial, an SUV is seen rocking hard inside an underground parking lot. Clearly, a couple is enjoying some great sex therein. (Sadly, you don't get to watch the action!) Suddenly, 'anti climax' happens; the shocked male's phone goes off.

In another ad, a dude is seen crapping inside the airport toilet. And his phone, placed in his trouser hung by the door, starts vibrating and the phone falls down. One ad features a suspicious dad. He is worried his daughter talks on the phone late into the night. The beti conceals the phone inside the cupboard, but it's of no use. The thing goes off.

The last one I watched is the cutest. A maid, while cleaning the house, finds a cell phone. Because no one's watching, she grabs it and hides it inside her blouse. But the memsaab, who arrives on the scene, nabs her after the phone starts buzzing inside the blouse. By the way, a maid did scoot off with my phone last year. Maybe I should have checked you-know-where!

I like this campaign for three reasons. One, the promise is single-minded. The Docomo signal is very strong. That it will help you stay connected wherever you might be. That keeps the communication relevant and crystal clear. Two, the creative takes the correct leap. The idea is to feature situations where you don't want the phone to work, but it does. This approach makes the ads funny, entertaining and irreverent. And hopefully, memorable. Finally, the commercials tell simple stories. So the cost of production must be very low, and therefore many such commercials can be produced ensuring freshness in the media.
All in all, good work. Full marks for the simplicity. This is what television advertising should be. And yes, let me also keep another thing simple for Tata Docomo: Now that you are on to a good thing, please immediately kill those rubbish Ranbir Kapoor talk shows.



ankeet sinha

5 years ago

One small thing.. in the ad of the suspicious dad, there is a guy hiding in the cupboard which when the ad opens you will notice the girl shuts the cupboard door. In spite of being hidden in the cupboard the phone goes off twice which he shuts of immediately but obviously gets caught. (Father must have beaten the shit out of him) as he was a hefty sardarji .. Please notice the ads carefully Anil before renewing them :)


5 years ago

The "maid in the house" ad is terrible. Very crude, and in bad taste, preying on social prejudices of weaker sections of society. Should be withdrawn with a public apology from Tata.


sucheta dalal

In Reply to BSO 5 years ago

I absolutely agree. As I mentioned to the writer yesterday, I also take serious objection to the stereotype of a marathi maid in a 9-yard sari. I challenge any ad agency to show me a marathi maid, under the age of 65 who dresses as depicted. But whether it is madhuri dixit as a maid selling cleaning products or a condom ad they haven't figured how how to depict domestic help. Pathetic advertising standards. Surely Tatas can do some homework before blowing up money.


5 years ago

The ads made me cringe -
1.) Tata Docomo's actual network coverage is rather weak, and I say this from my personal experience in Mumbai. I routinely get missed calls/ phone unreachable inside built up areas like malls. In the same places, other networks like Vodafone seem to work. It will help Tata Docomo's network coverage matched the ads!

2) Talking of Vodafone, they had the original version of this idea and executed it far better. Do you remember the 'hutch' pug ads? Wherever you go, Our network follows. Looks like Tata Docomo's is a poor copy.

Private-public partnerships must come under RTI, says CIC

Shailesh Gandhi, central information commissioner, says that with more and more public projects handled by PPPs, people have a right to know what is happening to these assets. He was speaking at a Moneylife seminar at the weekend

Public-private partnerships (PPPs) must come under the purview of the Right to Information (RTI) Act because they concern public assets and resources, says Shailesh Gandhi, central information commissioner.

"PPPs must be brought under the RTI. A lot of public assets, I think, are going to be shifted to these entities in the coming years. So, people have a right to know what is happening to those assets," Mr Gandhi says. "If information is denied, it is like a fraud, where public assets are privatised without consent."

He was speaking at a seminar on using the RTI effectively, hosted by Moneylife Foundation on Saturday.

Mr Gandhi says it is unfortunate that in many cases, public information officers (PIOs) reply that PPP documents do not exist, or that they are not traceable.

The central information commissioner mentioned that he had come across cases where documents were declared 'missing' within three years of signing of the contract. "How can they just go missing within three years? Even surprisingly, how does the contract itself disappear?" he wondered.

According to some activists, such 'missing' documents cases make way for new, or 'altered' documents, which differ substantially from the original ones. In many cases, facts and figures about the quantum of resources allotted to PPP projects are changed, they say. Therefore, they suggest that all contracts and related documents should be put up on the company website, or in some other public domain, as soon as they are signed, so that there is no chance of them getting lost.

Narrating from his personal experience, Mr Gandhi said that the truth can be revealed, even when documents are declared missing. "In a similar case the PIO said that the documents were not traceable. I asked him to report that the documents have been stolen. He was aghast and he refused. So I asked him to give me the evidence that the documents were not stolen. In the end he had to produce either the file or the backup," Mr Gandhi said.

According to Mr Gandhi, PPPs are 'substantially funded' by the government and hence should be subject to the RTI, even if the government may not hold a majority stake, or control in the project. Many government infrastructure and urban development projects are now handled by PPPs.

In a letter to Montek Singh Ahluwalia, deputy chairman of the Planning Commission, Satyananda Mishra, chief information commissioner has said, "In all such projects which are handed over to a PPP entity … the land, if not any other resource, given by the government forms a vital component of the project … and can be deemed to be substantial funding. Thus, a PPP entity should be deemed to be a public authority for the purpose of the RTI Act."

"The problem is that the moment information is sought about such an entity, public information officers deny information by saying that it is exempt from the RTI, because it is about a third party, and that the information is of commercial importance. That is not what the Act says," said Mr Gandhi.

He cited section 8(1) (d) that lists the exemptions. The section says that the disclosure must not 'harm' the third party whose views should be taken into account while replying to the query. The 'competent authority' must be satisfied that the larger public interest warrants the disclosure of information. "The other reason PIOs give for these queries about PPPs is that the information is held in a 'fiduciary' capacity. However, public interest overrides such restrictions," said Mr Gandhi.

The Central Information Commission, in a recent ruling, also spoke in favour of bringing PPPs under the RTI. In the order, Mr Gandhi said that even if private bodies resisted the RTI, it was the duty of the government to provide information to the public. The order also referred to guidelines issued by the Comptroller and Auditor General of India (CAG) that say the functioning of PPPs must be accountable and transparent.



pradip shah

5 years ago


Moody’s pegs India's economic growth at 7.5-8% in FY11-12

The projection made by Moody's in its latest report for the current fiscal is below the government's and RBI's forecast. It, however, added that the 'cyclical slowdown' is unlikely to change its credit outlook of the country

New Delhi: Global rating agency Moody's has pegged India's growth at 7.5%-8% for the current fiscal, saying that higher interest rates as well as global economic uncertainties could affect the country's economic expansion in the near term, reports PTI.

In its annual sovereign credit update on India, Moody's, however, added that the 'cyclical slowdown' is unlikely to change its credit outlook of the country.

"Moody's expects gross domestic product (GDP) growth of 7.5%-8% in 2011-12 ...Given current global uncertainty, and the continuing transmission of the Reserve Bank of India's (RBI) tightening over the last year, the risks to both forecasts are on the downside," Moody's said.

It added: "Although rising domestic interest rates and an uncertain global economic environment could dampen India's near term GDP growth, a cyclical slowdown is unlikely to alter its credit outlook."

India's economy grew at 8.5% in 2010-11. The projection made by Moody's in its latest report for the current fiscal is below the government's and RBI's forecast.

While the government expects the country's GDP to grow at the same pace this fiscal also, the RBI has projected economic growth at 8%.

Moody's report also said that inflation is likely to moderate to around 7% by March 2012, a projection in sync with that made earlier by the RBI.

"Moody's expects ... inflation to abate slowly over the course of the year to about 7%... Should global growth decelerate, the concurrent decline in global commodity prices would alleviate India's inflation problem and likely allow for a pause or even reversal in monetary tightening," it said.

Moody's said that India faces a renewed period of global uncertainty while trying to rebalance its own macro-economic position. Headline inflation has been above 9% since December 2010, while food inflation breached the double-digit mark in mid-August.

The RBI has hiked interest rates 11 times since March 2010 to curb demand and tame inflation. India Inc has blamed the repeated rate hikes, which has resulted in rise in the cost of borrowings, for bringing down investments and industrial growth.

The economy expanded by 7.7% in April-June, the slowest growth in six quarters.

"The Index of Industrial Production averaged 6.7% year-on-year increase in the first quarter of 2011-12, down from an average of 8% in 2010-11, and 10% plus during the 2004-2007 period.

"Of concern is the apparent slowdown in investment in recent months, blamed on rising domestic financing costs as well as policy uncertainty in the wake of recent telecoms related scandals," Moody's said.


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