Title | TATTOO |
Brand | TATA DOCOMO |
Product / Service | TELECOMMUNICATIONS |
Category | A14. Commercial Public Services |
Entrant | DRAFTFCB ULKA Gurgaon , INDIA |
Entrant Company: | DRAFTFCB ULKA Gurgaon, INDIA |
Advertising Agency: | DRAFTFCB ULKA Gurgaon, INDIA |
Production Company: | FOOTCANDLES Mumbai, INDIA |
Credits | |
Chief Creative Officer | K S Chakravarthy (National Creative Director) |
Executive Creative Director | Sanjay Sharma (Group Creative Director) |
Creative Director | Vasudha Misra/Ekta Verma |
Copywriter | Vasudha Misra |
Account Manager | Sudipto Poddar/Sanjay Tandon |
Director | Ayappa K M |
Producer | Amarjeet Phukan/Anand Menon |
Art Director | Somnath Mandal |
The campaign is for an innovative product called 'My Song'. It's a reverse caller tune that allows the person who is calling to hear the tune/song he wants and not the caller tune of the person he's called. The idea stems from a youth insight that they're surrounded by people who are always giving an opinion on everything they do. And mostly the opinions are not what the youth wants to hear. The films suggest a wonderful thought 'what if you could hear just what you want to hear'. The ad is set in a typical Indian family, that's a bit conservative and traditional. In such a family, the act of getting a tattoo would be seen as a sign of rebellion and greeted with shock and rebuke. But in the film, the act of getting a tattoo is surprisingly welcomed and appreciated.