| Title | MUSCLES |
| Brand | TATA DOCOMO |
| Product / Service | PAY PER SITE |
| 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 | Anand Menon |
| Art Director | Somnath Mandal |
The campaign is for an innovative product called Pay Per Site, where one has to pay only for the website he/she surf and not for anything more. Hence, the creative idea - draw an analogy with people who are completely obsessed with doing just one thing. In this TV commercial it is a young guy obsessed with his biceps who just loves to flex them at every opportunity he gets.