TATTOO

TitleTATTOO
BrandTATA DOCOMO
Product / ServiceTELECOMMUNICATIONS
CategoryA14. Commercial Public Services
EntrantDRAFTFCB ULKA Gurgaon , INDIA
Entrant Company:DRAFTFCB ULKA Gurgaon, INDIA
Advertising Agency:DRAFTFCB ULKA Gurgaon, INDIA
Production Company:FOOTCANDLES Mumbai, INDIA

Credits

Chief Creative OfficerK S Chakravarthy (National Creative Director)
Executive Creative DirectorSanjay Sharma (Group Creative Director)
Creative DirectorVasudha Misra/Ekta Verma
CopywriterVasudha Misra
Account ManagerSudipto Poddar/Sanjay Tandon
DirectorAyappa K M
ProducerAmarjeet Phukan/Anand Menon
Art DirectorSomnath Mandal

Brief Explanation

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.