| Title | CRASH |
| Brand | TATA DOCOMO |
| Product / Service | PER SECOND BILLING |
| Category | A14. Commercial Public Services |
| Entrant | DRAFTFCB ULKA Gurgaon , INDIA |
| Entrant Company: | DRAFTFCB ULKA Gurgaon, INDIA |
| Advertising Agency: | DRAFTFCB ULKA Gurgaon, INDIA |
| Production Company: | CHROME PICTURES Mumbai, INDIA |
Credits | |
| Chief Creative Officer | K S Chakravarthy (National Creative Director) |
| Executive Creative Director | Sanjay Sharma (Group Creative Director) |
| Copywriter | K S Chakravarthy/Vasudha Misra |
| Account Manager | Sudipto Poddar/Sanjay Tandon |
| Director | Nikhil Rao |
| Art Director | Ekta Verma |
Per-second billing instead of the prevailing per-minute norm was introduced in a scenario where 90% of the consumers in India were clueless as to how their mobile bills are calculated - they are just left feeling generally cheated. The per second billing allowed the consumer to reduce confusing telecom arithmetic into a simple human question: When life can change in seconds, why pay in minutes? The two films in the campaign illustate through life examples how life changes in a second. In this ad we see a young guy going from hitting a car to hitting the headlines. Thereby buttressing the creative idea of life changing in seconds.